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Write a three full page review applying some of the concepts to the fashion industry

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• Global Journal of Enterprise Information System DOI: 10.18311/gjeis/2018/21421 Role of Big Data Analytics in Social Media Marketing of MICE Tourism Jatin Vaid1* and Subodh Kesharwani2 Vivekananda Institute of Professional Studies, Pitampura, Delhi, India; jatinvaid@gmail.com 1 School of Management Studies, Indira Gandhi National Open University (IGNOU), Maidan Garhi, New Delhi, India 2 Abstract The purpose of this research paper is to provide a theoretical framework for understanding the concepts of Big Data Analytics and social media and their role in marketing of MICE tourism. The systematic review of literature done, contributes in exploring and enhancing the comprehension of various models and strategic alternatives affecting the utilization and adoption of social media marketing. Keywords: Big Data, Marketing, MICE Tourism, Social Media Paper Code (DOI): 21421; Originality Test Ratio: 12%; Submission Online: 06-May-2018; Manuscript Accepted: 16-May2018; Originality Check: 03-Jun-2018; Peer Reviewers Comment: 14-Jun-2018; Double Blind Reviewers Comment: 20-Jun2018; Author Revert: 24-Jun-2018; Camera-Ready-Copy: 27-Jun-2018; Editorial Board Excerpt: 30-Jun-2018. Editorial Board Excerpt: At the Time of Submission (ToS) submitted paper had a 12% plagiarism which is a admirable mark as far as originality description is apprehensive and falls under an accepted percentage for publication. The editorial board is of an inspection that paper co-authored by (Jatin & Subodh) had a consequent observation by the blind reviewer’s which in a while had been set accurate and adjust by an author in an array of phases as and when crucial to act so. The reviewer’s had in a prelude stages comment with slight revision with a following scrutiny which at a short span restructured by an authors. The comments related to references, abstract and body text is noticeable both subject-wise and research wise by the reviewers during evaluation and further at blind review course of action too. All the comments had been collective at a variety of dates by the authors’ in due course of time and similar had been built-in by the author in accrual. By and large all the editorial and reviewer’s comments had been incorporated in a paper at every juncture and further the paper had been earmarked and strong-willed under “Case Based Study” class suitable to it’s research penchant. The research paper emphasize the work in relation to Role of Big Data Analytics in Social Media Marketing of MICE Tourism 1. Introduction New advancements in technology and innovations in Information and Communication Technology (ICT), specifically in Social Media have a colossal impact on business practices; strategies and industry structure1. Social networks provide a system of community building, customized to the needs of its members with the intention of fortifying customer relations. Marketing through social media is particularly critical in Meetings, Incentives, Conventions and Exhibitions (MICE) tourism industry where potential customers make highly poignant and lavish purchases, which are in most likeliness to be unique occurrences that cannot be replicated in case of a service failure2. MICE tourism is seen as the future of business tourism3. Big data is considered to be a highly potent tool built so far, and is at the heart of smart revolution in the tourism industry, worldwide. It helps hotels and convention centers to better understand their target customers, optimize their processes and drive business performances using business insights4. The objective of this research paper is to provide a theoretical framework5 into the unchartered territory of social media marketing of MICE tourism. The paper intends to provide, primarily a rich understanding of the key concepts and concerns regarding big data analytics6, MICE tourism, and social media marketing. The research also highlights, through extensive review of literature, some prominent models and strategies that may be used to unlock the potential value of processing high volumes of fast moving and diverse data using Business Data Analytics (BDA) into meaningful insights to drive decision-making7 for hotels and convention centers. *Author for correspondence 21421.indd 1 9/20/2018 9:50:54 AM Role of Big Data Analytics in Social Media Marketing of MICE Tourism 2. Literature Review 2.1 Big Data Analytics The Internet has experienced a continual evolution and progression, creating digital traces that can be gathered and administered to define systems useful to discuss both individual and group behaviour. Data with such enormous capacities is becoming a basic feature of our modern society. Moreover, the ability to scrutinize, connect and learn from this data is turning into a valuable component for organizations to compete and support growth, production and innovation in diverse fields6. Maturing and diversification of Internet technologies made it an important forum for organizations to communicate8. The upsurge of data from various digital sources like social networks and Internet has challenged marketers to convert them into actionable insights9. Big data is a recent occurrence that has surfaced as a part of our everyday lives. Shopping online, catching up with Facebook friends, steering web searches, swiping our cards, and reading articles referencing database searches, leads to tying a piece of classifying data, called big data8. Big Data, is defined comprehensively by8 in their research paper as: “1. The proliferation of data, both structured and unstructured, as the result of exponential growth in capabilities of computer processing power, data storage capacity, the use of computers to mediate transactions and social interactions, and the density of sensors, all at a decreasing cost; and 2. The computer hardware and software infrastructure that has been created to quickly and accurately draw insights from large volumes of highly variable and often unstructured, data appearing at a voluminous arrival rate. This is accomplished through methods including, but not limited to distribute processing, in-memory data storage, job partitioning, parallel processing and sparse array management”. Big Data Analytics or simply, BDA is the process of examining huge amounts of data in an effort to discover hidden patterns, unfamiliar correlations and other valuable information10. The Five V’s model has been discussed by5 to define BDA as “A holistic approach to manage, process and analyze the five V’s data related dimensions i.e., Volume (huge quantity of data); Velocity (pace at which data flows); Variety (different types of data); Veracity (genuineness and accuracy of data); and Value (data’s economic benefits) in order to create actionable insights for sustained value delivery, measuring performance and establishing competitive advantages”. Further to this model6 in their study have discussed a Nine V’s model, where in addition to the earlier five V’s, four additional dimensions are added. These are: Variability (changes over time); Visualization (making data interpretable); Validity (correct usage); and Volatility (retention policy of data), in order to understand the scope of big data analytics in a better way. This model is depicted in Figure 1. 56 21421.indd 56 Figure 1. Nine V’s model of big data analytics6. 2.2 MICE Tourism Tourism has become one of the key players in international business and represents one of the important sources of income for both developed and developing countries11. Amongst the several forms of tourism that exist in the world, MICE segment of the tourism industry has shown the maximum growth potential. With a 54% market share globally, it has surpassed the traditional business trips segment. MICE Tourism is part of the tertiary sector of the economy, which brings together a diverse set of services. Many stakeholders are participants in this industry, and may be classified roughly under three major heads. The chief and the most vital one is the physical infrastructure (Hotels and Convention centers) which comprises of the venue where the actual meetings, conventions and exhibitions are held; next in line are the Organizers (Professional Convention Organizers) of the meetings and finally the Fringe subcontractors (Travel agencies, transportation, catering, etc.), who are responsible for various services that make the event efficacious3. The convention and exhibition market has experienced unmatched growth during the past 20 years12. Due to the large number of financial benefits of hosting conventions, many destinations and convention facilities are aggressively competing with each other. It is important for hotels and convention centers to establish an enduring relationship with key customers, associations and meeting organizers to stabilize a revenue stream13. 2.3 Social Media Marketing Defines social media10… “as an entity that consists of online technologies, practices or communities that people use to generate content and share opinions, insights, experiences and perspectives with each other”. It is an important and a powerful instrument used to create buzz and apprise customers about a product or service. However, global marketers are researching to understand how the Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 9/20/2018 9:50:56 AM Jatin Vaid and Subodh Kesharwani huge amount of knowledge found on social media may be harnessed and targeted to achieve their brand objectives9. The likelihood of entering into a sender’s profile and finding information about them is what most differentiates a social network from other websites. Social Media is bringing in a phenomenal shift in the ways that businesses are marketing themselves to their customers, compelling a rethink of the traditional marketing strategies. The proliferation of smart phones has completely changed the world of marketing. Consumers now can be reached at any time in practically any place. Also, with so many online rating and social networking websites where people can publish their opinions give a remarkable opportunity to companies to be directly involved with their customers14. A smart mobile phone is in reality, a small computer and has made way into the core of our lives. Each time it is turned on or off, or a website is visited with it, or an application is used, a data point is created. Moreover, online advertising, viewing habits on Netflix, Facebook posts, Google searches, create data points. These examples of data generated by us, apart from being used for business purposes, empower others to structure how our world responds to us, as researched by8. Social media has eventually evolved as an important channel of marketing and Facebook is considered to be the largest social media enterprise, across the world15 Observe that Marketing through Facebook is an established concept. Using Facebook, it is possible for organizations to accomplish their marketing and branding targets at a reasonably low cost. Most of the users post a true sketch of their profiles on Facebook, comprising their age, relationship status, likings, and gender and work profiles. It’s a benefit that Facebook uses to sell genuineness to prospective advertisers. Companies can reach out to their target customer segments by matching their products to customer’s profile. This helps in creating a dialogue and nurturing relationship with loyal customers, by knowing their attitude towards the brand. In turn, customers also support in endorsing the brand and sharing positive associations and their ‘wow moments’ with the brand on its Facebook page. Further observe2, Facebook as a well-accepted social networking platform has the highest volume of circulation and sustains the largest and fastest growing market share amongst all social network providers globally. It is thus both, imperative and critical for businesses to manage their Facebook page to their best competitive advantage, have tried16 to reasoned out why the online marketplaces of the 21st century, have compelled organizations to transform the way they do business. It is the fundamental changes in customer’s lifestyle, increasing demand for superior services and extensive use of ICT, mobile phones, and social media through Internet, which are responsible for this change. This highlights the need for companies to adapt to customer’s new mindsets in order to sustain their relevance. Contemplating further on the new role of customers in service industry, refer customers17 as partial employees, as they play an active role in producing services for themselves with little or no personal interaction with the service Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis 21421.indd 57 Case Base Study providers. There are other roles that service customers perform with their extensive adaptation of technology and presence of social media. They contribute significantly to service value; determine, in turn the level of a company’s technological adaptation and breathe life in social network communities. Customer’s role thus has protracted, more importantly to jointly owning the brand and its success16. A deep understanding of customers’ needs and the way they like to interact with the company is most crucial for modern interactive marketing. This significantly impacts the company’s ability to deliver personalized experiences which customers find valuable and pleasant18. 2.4 Social Media Marketing of MICE Tourism The MICE tourism segment is one of the fastest developing segments of world tourism19. Over the past decades, progression of MICE tourism has sparkled a cognizance of the economic importance of this segment to national markets. Conventions fast track the growth of overall travel and tourism activities through repeat visits and Word Of Mouth (WOM) communication. Meeting professionals and meeting providers have to face frequent changes in technology as technology affects the marketing and management of conventions13. In their research20 observe that globally, tourism companies are swiftly changing due to globalization of markets, aggressive competition and advancements in new technology. Tourism is a service industry that has a long value-chain and is rigorously dependent on information technology. ICT has given way to the vast growth of tourism and has changed the way tourism companies do business21. Economic and easy access to Internet has unlocked the potential of social media marketing and has made it feasible for companies to reach out directly to billions of customers in innovative ways that was impossible previously15. Customers today, spend a significant amount of time creating content and posting it on social networking websites. This behooves the business community and is immensely important for hotels to keep abreast of latest trends, to effectively market themselves14. Highlights2 of the rapid growth in Internet-based travel planning in the recent years, reshaping the tourism landscape and forcing business hotels to widen the scope of their traditional marketing and branding strategies. From the customer’s point of view also, the widespread accessibility of social networks has significantly transformed the way tourists make purchase decisions, research about destinations, make travel and stay reservations, learn about new proposals, plan itineraries and converse with the service providers. 2.5 Websites It is a common practice for associations, meeting planners, and professional conference organizers to set up a website for every event. It includes exhaustive information about the venue, program GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 57 9/20/2018 9:50:56 AM Role of Big Data Analytics in Social Media Marketing of MICE Tourism Table 1. Levels of Website design and customer engagement22 Levels Description Website Features 1. Basic Co. sells products and encourages customers to call for enquiry Company profile, contact details, map 2. Accountable Co. builds deeper relationships with customers by soliciting product improvement suggestions Customer service page (FAQs), local search engines, feedback and chat, updated annual reports 3. Partnership Company works continuously with customers to deliver better value Loyalty programs, member hotline, personalized accounts schedule, major attractions, and travel options13. Website helps the convention organizers to contact delegates and market their event to potential attendees in an effective way. These are successful marketing tool for managing delegate registrations, posting convention-related surveys, submitting conference papers and providing meeting information in a cost efficient manner, thereby facilitating in meeting the expectations of a typical meeting attendee, who is knowledgeable, middle-aged and Internet-affable. Find22 a large numbers of hotels using their websites to nurture customer relationships. Table 1 shows three prominent levels of website design (i.e. Basic, Accountable and Partnership) in the growing order of features offered and the quality of customer engagement. Observes23 there has been a shift towards a more graphical website design used by hotels. Use of photographs and pictorial illustrations on their homepage and in the website has been found out to be a significant factor in both, website appeal and influence to purchase. Other aspects that consumers value in a website are easy navigation, loyalty towards the brand and website aesthetics. Further24 reinstate through their findings that booking decisions are positively related to a website’s aesthetic appeal, and that presence of photographs on a hotel’s website was the most significant factor impacting website appeal and influencing booking decisions, as shown in Figure 2. Customers tag their friends, share their pictures and post comments on their Facebook accounts, making their experiences visible to a large audience. The option of ‘Check-in’ on Facebook permits users to share locations visited by them. Location generating via mobile apps feature permits travelers to easily search information about the destination while on-site. This creates trip suggestions and helps the traveller enquire about hotel recommendations based on previous traveller’s experience. Tourists share their experiences and opinions after visiting a property. This reveals their quantum of satisfaction and considerably influences casual browsers. Satisfied customers post messages on Facebook to complement services and enquire about possibilities of reservation for a later date and enquire about special offers. These behavioral changes on part of the customers have led to evolving pricing and distribution strategies. It also provides a forum for managers to engage customers, observe their feedbacks, manage interactions and look out for sales opportunities. 2.7 Strategies While studying21 the interaction between tourist organizations, customers and other customers, proposes three drivers of e-business strategies as: 1. Customizing tourist products, personalize services and support mobile services; 2. Distributing updated information related to tourism opportunities; and 3. Offering customized products by supporting content created by customers, as depicted in Figure 3. Tourism Companies Personalized tourism services and products Figure 2. Website heuristics model. Sharing of updated tourism information 2.6 Facebook Facebook helps a tourism company differentiate itself in a competitive market by having deep knowledge of how customers explore and deduce information. Customers search for travel partners, destination, financial resource request, travel time, attractions at the destination, period of stay, accommodation selection, eating options, etc. to name a few2. Amount and precision of this information can be used to convert casual browsers to buyers and eventually loyal customers. Information available on hotel’s Facebook page can have a strong impact on purchase decision of potential clienteles. 58 21421.indd 58 Consumers Other Organization Customized tourism products Figure 3. E-business strategies for tourism21. Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 9/20/2018 9:50:57 AM Jatin Vaid and Subodh Kesharwani Suggests a model6 (Figure 4) to integrate marketing strategies with big data techniques. The model has four phases: 1. Defining the strategic social media domain (which includes, identifying the specific contexts from which information is to be mined depending on the topic chosen, markets and stakeholders); 2. Selecting the most effective big data technology (social media monitoring services like Radian 6 and T-Lab are readily available for data analytics); 3. Extracting and interpreting knowledge (paradigms based on emotions rather than on price and cost alone, evaluated by content analysts using sentiment analysis); and 4. Elaborating the result reports (various types of reports like word clouds, influence viewer and river of news may be used to report results to support decisions). The outcomes of this model may be helpful in consolidating and improving the strategic domain, the deployed technologies and the outcomes of marketing MICE tourism. Case Base Study 3. Hotels must actively manage their Facebook page to monitor customer feedback, interactions and identify sales opportunities, 4. Hotels must provide customized services and tailor-made solutions to cater to the diverse needs of MICE segment of tourism, and 5. Hotels should work towards integrating their marketing strategies with Big Data technologies. In a nutshell, Customer’s transition from searching for information online to making a purchase decision and ultimately becoming a loyal customer is dependent on customers’ developing an emotional connection to the service more than the competitors; and hotels ability to deliver individualized service support, sharing photographs and videos of events with customers, and soliciting customer experience through polls and contests20. Although this research paper has accomplished its objectives, there are a few areas where additional studies and empirical research may be undertaken in future to build upon the theoretical framework discussed here. A few areas of interest for future research may be to examine the financial impact on hotel’s performance after adopting social media marketing strategies; or to study the marketing effect of combination of Facebook and associated services like Instagram on performance; and a comprehensive investigation regarding customer’s expectations, attitude and satisfaction towards a hotel’s Facebook page could be conducted. 4. References 1. Figure 4. Model to apply big data to marketing6. 3. Conclusion and Future Perspectives Big data and social media have revolutionized the way MICE tourism is being marketed. A thorough literature review and study of theoretical constructs point towards the following aspects, hotels and convention centers must incorporate in their marketing strategies to be relevant in the market: 1. There is a shift towards ‘Partnership – level’ of website design, with customer-oriented features such as personalized accounts and loyalty programs, to enable organizations to work closely with their customers in order to deliver better value, 2. Presence of photographs on hotel’s website is seen to impact its aesthetic appeal, which in turn is the most important factor that influences customer’s booking decision, Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis 21421.indd 59 2. 3. 4. 5. 6. 7. Babu SR, Subramoniam S. Tourism Management in Internet of Things Era, Journal of IT and Economic Development. 2016; 7(1):114. Phelan KV, Chen H-T, Haney M. “Like” and “Check-in”: How hotels utilize Facebook as an effective marketing tool, Journal of Hospitality and Tourism Technology. 2013; 4(2):134-54. https://doi. org/10.1108/JHTT-Jul-2012-0020. MRSS India. India Inbound MICE Tourism: Trends and opportunities. New Delhi: FICCI; 2016. Marr B. 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Phelan KV, Christodoulidou N, Countryman CC, Kistner LJ. 3 International Journal of Contemporary Hospitality 24 site words — 1% To book or not to 17, book: role of hotel web heuristics, Management, Volume Issuethe 5 (2006-09-19) Publicat ions Journal of Services Marketing. 2011; 25(2):134-48. https://doi. Pietro Ducange, Riccardo Pecori, Paolo Mezzina. "A 4 org/10.1108/08876041111119859. 24 words — 1% 12 glimpse on big data analytics in the framework of marketing strategies", Soft Computing, 2017 Crossref Annexure-I Role of Big Data Analytics in Social Media Marketing of MICE Tourism 5 www.cek.ef.uni-lj.si 6 eprints.usm.my 7 Jorge Costa. "How are companies and destinations “surfing the wave” of global tourism?", Worldwide Hospitality and Tourism Themes, 2017 Int ernet Int ernet 20 words — 1% 20 words — 1% 20 words — 1% ORIGINALITY REPORT 12% Crossref SIMILARIT Y INDEX 8 PRIMARY SOURCES 1 www.emeraldinsight.com 2 Surabhi Verma, Som Sekhar Bhattacharyya. 39 words — "Perceived strategic value-based adoption of Big Data Analytics in emerging economy", Journal of Enterprise Information Management, 2017 Int ernet 91 words — 3% Linnea Hansson, Anton Wrangmo, Klaus Solberg 18 words — Søilen. "Optimal ways for companies to use Facebook as a marketing channel", Journal of Information, Communication 1% and Ethics in Society, 2013 Crossref 1% 9 Crossref 3 International Journal of Contemporary Hospitality Management, Volume 17, Issue 5 (2006-09-19) Wu He, Feng-Kwei Wang, Vasudeva Akula. "Managing 18 words — extracted knowledge from big social media data for business decision making", Journal of Knowledge Management, 2017 1% Crossref 24 words — 1% 24 words — 1% 10 link.springer.com 11 Library Review, Volume 62, Issue 3 (2013-05-27) 12 www.ifitt.org 13 www.na-businesspress.com Int ernet 16 words — < 1% 15 words — < 1% 12 words — < 1% 11 words — < 1% Publicat ions 4 Pietro Ducange, Riccardo Pecori, Paolo Mezzina. "A glimpse on big data analytics in the framework of marketing strategies", Soft Computing, 2017 Publicat ions Int ernet Crossref 5 60 6 www.cek.ef.uni-lj.si Int ernet 20 words — 1% 14 Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis eprints.usm.my Int ernet 20 words — 1% 20 words — 1% 15 7 21421.indd 60 Jorge Costa. "How are companies and destinations “surfing the wave” of global tourism?", Worldwide Hospitality and Tourism Themes, 2017 Crossref Int ernet Int ernet < 1% 9 words — < 1% 9 words — % < 19/20/2018 "Global Perspective for Competitive Enterprise, Economy and Ecology", Springer Nature, 2009 Crossref 16 9 words — apiems2016.conf.tw GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 Erik Hofmann, Emanuel Rutschmann. "Big data 9:50:59 AM 9 Wu He, Feng-Kwei Wang, Vasudeva Akula. "Managing 18 words — extracted knowledge from big social media data for business decision making", Journal of Knowledge Management, 2017 1% Crossref 10 link.springer.com Int ernet Jatin Vaid and Subodh Kesharwani 11 Library Review, Volume 62, Issue 3 (2013-05-27) 12 www.ifitt.org 13 www.na-businesspress.com 14 apiems2016.conf.tw 15 "Global Perspective for Competitive Enterprise, Economy and Ecology", Springer Nature, 2009 Publicat ions Int ernet Int ernet Int ernet Crossref 16 16 words — < 1% 15 words — < 1% 12 words — < 1% 11 words — < 1% 9 words — < 1% 9 words — < 1% Erik Hofmann, Emanuel Rutschmann. "Big data 9 words — analytics and demand forecasting in supply chains: a conceptual analysis", The International Journal of Logistics Management, 2018 Case Base Study Technology, 2010 Crossref 19 < 1% Kishor, Nawal, and Raman Preet Singh. "Inter 7 words — linkages and co-integration between foreign institutional investments and nifty index", International Journal of Business and Emerging Markets, 2016. Crossref 20 < 1% Jay Kandampully, Tingting (Christina) Zhang, Anil 6 words — Bilgihan. "Customer loyalty: a review and future directions with a special focus on the hospitality industry", International Journal of Contemporary Hospitality Management, 2015 < 1% Crossref Crossref 17 Surej John, Roy Larke, Mark Kilgour. "Applications 8 words — of social media for medical tourism marketing: an empirical analysis", Anatolia, 2018 < 1% 21 "Information Systems", Springer Nature, 2017 Crossref 6 words — < 1% Crossref 18 Betsy Bender Stringam, John Gerdes. "Are pictures 7 words — worth a thousand room nights? Success factors for hotel web site design", Journal of Hospitality and Tourism < 1% EXCLUDE QUOTES ON EXCLUDE MATCHES OFF EXCLUDE BIBLIOGRAPHY ON Source: http://www.ithenticate.com/ Prevent Plagiarism in Publication The Editorial Board had used the ithenticate plagiarism [http://www.ithenticate.com] tool to check the originality and further affixed the similarity index which is 12% in this case (See Annexure-I). Thus the reviewers and editors are of view to discover it suitable to publish in this Volume-10, Issue-1, January-March, 2018. Citation: Jatin Vaid and Subodh Kesharwani “Role of Big Data Analytics in Social Media Marketing of MICE Tourism”, Global Journal of Enterprise Information System. Volume-10, Issue-1, January-March, 2018. (http://informaticsjournals.com/index.php/gjeis) DOI: 10.18311/gjeis/2018/21421 Conflict of Interest: Author of a Paper had no conflict neither financially nor academically. Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis 21421.indd 61 GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 61 9/20/2018 9:50:59 AM Copyright of Global Journal of Enterprise Information System is the property of Kedar Amar Research & Academic Management Society (KARAMS) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.