scholarly journals Stimuli of global social networks and their influence on users’ shopping behavior

2021 ◽  
Vol 129 ◽  
pp. 02016
Author(s):  
Tomas Ric ◽  
Daniela Salkova
Keyword(s):  
Social Networks ◽  
Value Added ◽  
Shopping Behavior ◽  
Social Commerce ◽  
Structured Interviews ◽  
Content Quality ◽  
Ethical Marketing ◽  
Marketing Tool ◽  
The Right ◽  
The Impact

Research background: The paper addresses the business potential of social networks and the impact of incentives on the purchase behaviour of consumers. Social networks are the fastest growing marketing tool in the world with more than 4 billion users worldwide. These global platforms offer new tools, encourage interactivity, and allow consumers to participate in product marketing thanks to sharing their own content. Purpose of the article: The aim of the paper is a series of recommendations for small and micro businesses with a global audience. These recommendations are focused on the right choice of the marketing mix on social networks in order to optimize communication and sales activities. Methods: The paper is based on a qualitative methods of focus groups and semi-structured interviews in order to characterize the perception of marketing incentives by users of these networks. The respondents of the research are users aged 18-25, which is also the most numerous group of active participants in social commerce. Findings & Value added: The most significant incentives influencing customers' shopping behavior on social networks include interactivity (communicating with friends, commenting, and liking), content quality, content personalization, technological simplification of purchasing and reducing the number of steps required to purchase. An important component entering the decision-making process is social and ethical marketing, which is more transparent than ever.

scholarly journals The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy

2021 ◽  
Vol 129 ◽  
pp. 02020
Author(s):  
David Vrtana
Keyword(s):  
Marketing Strategy ◽  
External Environment ◽  
Value Added ◽  
Shopping Behavior ◽  
Behavioral Characteristics ◽  
Purchasing Behavior ◽  
Global Brand ◽  
Brand Marketing ◽  
The Right ◽  
The Impact

Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s. Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration. Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic. Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Is Social Media Marketing Really Working?

2014 ◽  
pp. 1260-1279 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Architects and rural post-disaster housing: lessons from South India

2015 ◽  
Vol 6 (2) ◽  
pp. 206-224 ◽  
Author(s):  
Gertrud Tauber
Keyword(s):  
South India ◽  
Social Dynamics ◽  
Participant Observation ◽  
Indian Ocean Tsunami ◽  
Primary Data ◽  
Structured Interviews ◽  
Content Type ◽  
The Right ◽  
The Impact ◽  
Post Disaster

Purpose – This research aims to examine three housing projects implemented by local non-governmental organizations (NGOs) and planned by local architects after the Indian Ocean tsunami of 2004 in rural South India. The key to the acceptance of post-disaster houses lies in meeting the peoples’ wishes and needs, and in integrating local know-how into the course of the project process (a premise intensively discussed in theory). After the tsunami of 2004, many (NGOs) appointed architects, assuming that these professionals would be qualified to facilitate the implementation of people-oriented houses (and villages). However, the architects’ roles vary significantly, which had, as will be shown here, a considerable impact on the degree of success of the project. Design/methodology/approach – Primary data for this study were gathered through household questionnaires (110); informal interaction; participant-observation (work assignment: 2.5 years; field survey: 4 months); semi-structured interviews (NGO representatives, architects and engineers). Secondary literature was studied on post-disaster housing, building cultures and cultures of knowledge. Findings – This study reveals that, in the course of rural post-disaster reconstruction, there is a crying need to appoint the “right” personnel having, first of all, the capacity to comply with the social dynamics at project level, and, second, being able to address those aspects critical for the realization of people-oriented housing. Architects can be a valuable resource for both the NGO and the villagers. However, this paper shows that key to this is, among other considerations, a thorough understanding of the rural (building) culture, its abilities and requirements, the strategic interplay of various roles and abilities during the course of an intricate building process and the design of appropriate roles for adequately-skilled architects. Originality/value – To this date, the debate on the role of architects in the context of post-disaster housing has neglected to examine empirically the implications of appointing these professionals in rural post-disaster contexts. This paper addresses this imbalance and complements the existing corpus of work by examining the impact of different roles of architects on the degree of success of the project at village level.

scholarly journals Influence of group purchasing organizations on financial situation of Polish SMEs

2018 ◽  
Vol 9 (1) ◽  
pp. 87-104 ◽  
Author(s):  
Grzegorz Zimon
Keyword(s):  
Positive Impact ◽  
Value Added ◽  
Financial Situation ◽  
Balance Sheets ◽  
Progressive Development ◽  
Group Purchasing Organization ◽  
Group Purchasing Organizations ◽  
Debt Collection ◽  
The Right ◽  
The Impact

Research background: SMEs often operate in markets where they compete with large companies. A fight for a customer, payment backlogs, problems with debt collection and new branches cause that managers are looking for solutions that will influence positively on the situation of financial companies. Maintaining liquidity and generating income are the primary steps to build a competitive position and a progressive development of enterprises. One of the most popular methods that allows companies to do profitable business and increase their chances for safety is operation within group purchasing organizations. Currently in the Polish market there are many different types of GPOs (Group Purchasing Organizations). The choice of the right one is a chance to improve their financial situation. Purpose of the article: The aim of the article is to present an impact of  group purchasing organizations on the financial situation of enterprises. In the article the classification of groups is done and there are shown the benefits that commercial enterprises operating in them gain. The article presents some obstacles to join specific group purchasing organizations and difficulties faced by companies operating in them. Methods: The studies were carried out on the basis of 60 SMEs. These companies operated in five Polish GPOs. The groups were divided into branch and multi-branch ones. The study period covered the years 2013–2015. In order to analyze the impact of purchasing groups on the financial situation of enterprises, some selected groups of financial ratios were used. A preliminary analysis of financial balance sheets and profit and loss account was conducted. Findings & Value added: The analysis showed that the choice of an appropriate group purchasing organization had a large impact on financial situation of companies. Different opportunities can be offered by a branch purchasing group than by the multi-branch one. Research has shown that better results relate to dynamics of revenues, costs, liquidity and profitability that are effects of operation within the branch purchasing groups. The analysis conducted has also showed that functioning within purchasing groups allows to maintain safe financial liquidity, apart from obtaining a low price of purchased goods and materials, and has a positive impact on the effectiveness of managing receivables and short-term liabilities.

scholarly journals Leadership development process maturity: An Afrocentric versus Eurocentric perspective

2021 ◽  
Vol 19 ◽  
Author(s):  
Hendrik C. Van der Westhuizen ◽  
Lia M.M. Hewitt
Keyword(s):  
Leadership Development ◽  
Development Process ◽  
Value Added ◽  
Structured Interviews ◽  
Process Maturity ◽  
Body Of Knowledge ◽  
Development Interventions ◽  
What Works ◽  
African Context ◽  
The Right

Orientation: Organisations continuously find it a challenge to focus on the right areas that would result in successful and effective leadership development. This article reports on a comprehensive study to identify the leadership development process maturity areas fit for Southern Africa.Research purpose: This article aims to identify and report on Eurocentric and Afrocentric leadership development process maturity areas and assess how these are similar or different.Motivation for the study: This study was conducted to help enhance the understanding of which Eurocentric and Afrocentric leadership development areas, organisations, especially in Southern Africa, need to focus on in support of a mature leadership development process.Research approach: A qualitative, deductive approach was adopted, which included an extensive, in-depth literature review, followed by in-depth, semi-structured interviews with Southern African leadership development expert panel members.Main findings: A complementary, inclusive and comprehensive list of 125 leadership development process maturity areas was developed within the Southern African context, which could be used by leadership development practitioners as a guide to focus their resources and leadership development efforts. It also functions as a new foundation for future leadership development research.Practical implications: Southern African organisations should focus more on what works in this geographical context to ensure that focused leadership development interventions are implemented, resulting in a higher return on leadership development investment.Contribution and value-added: This article contributes to the leadership development body of knowledge, specifically relating to the maturity of this process within the Southern African context.

scholarly journals RESEARCH NOTES Examining the Impact of Customer-To-Customer Interaction on Service Experiences: A Pilot Study

2020 ◽  
Author(s):  
Jasmine Zea Raziah Radha Rashid-Radha ◽  
Andrew Lockwood ◽  
Eimear-Marie Nolan-Davis
Keyword(s):  
Social Interaction ◽  
Pilot Study ◽  
Critical Incident ◽  
Target Market ◽  
Structured Interviews ◽  
Service Experience ◽  
Current Design ◽  
Specific Incident ◽  
The Right ◽  
The Impact

This research focuses on how the design of backpacker hostels influences social interaction among guests and how this could enhance or spoil their service experience. There are opposing views on how different aspects of hostel design and services contribute towards guests’ evaluation of their hostel stay. On one hand, it is suggested that a hostel environment which encourages social interaction adds value to the service experience while on the other hand, an environment that offers extra privacy, such as en-suite bedrooms, is more valued. The present research therefore argues that some aspects of the hostel’s current design and core services may now be redundant for certain market segments of the hostel guest. Empirical evidence is needed to illustrate the extent to which hostels are providing the right design and services to meet the current requirements of their target market. At this stage of the research, a pilot study has been carried out using semi-structured interviews with individuals who have stayed in backpacker hostels. Using the Critical Incident Technique (CIT), respondents were asked to recall a specific incident where they had interacted with other hostel guests. Details about the environment in which the interaction took place, as well as how the respondents felt about the interaction, were asked during the interview. It is expected that the findings of this research will shed light on which aspects of a hostel’s design and guests’ interaction would contribute towards enhancing the service experience.  

scholarly journals TEAM FORMATION IN ENGINEERING DESIGN COURSES

2019 ◽  
Author(s):  
Mohamed Galaleldin ◽  
Justine Boudreau ◽  
Hanan Anis
Keyword(s):  
Student Satisfaction ◽  
Engineering Design ◽  
Engineering Students ◽  
Project Based Learning ◽  
Team Composition ◽  
Structured Interviews ◽  
Great Opportunity ◽  
Project Outcome ◽  
The Right ◽  
The Impact

Engineering design courses often include a team-based project. Project-based learning offers a great opportunity for engineering students to learn about teamwork and collaboration. It also gives students a chance to learn about themselves and improve their conflict management skills. Choosing the right team members for a specific project is not trivial, as the choice of the team often affects the project outcome and the students’ experience in the course. Moreover, there is a debate among engineering educators as to whether it is better to force team composition or not. In this paper, we investigate the impact of team composition and formation on project outcomes and student satisfaction in a second-year engineering design course at the University of Ottawa. The course is open to all engineering students and has an accessibility theme. Students work in teams with a client that has a specific accessibility need. Students meet the client three times during the semester and deliver a physical prototype by the end of the semester. For this study, students in the design course were divided into two groups. Students in the first group were allowed to pick their teams, while the instructor created the teams in the second group based on multidisciplinary composition and year of study. Both groups had the same instructor and the same course material, labs, project choices, etc. Semi-structured interviews were conducted with a few teams in each group.

scholarly journals Applied principles of niche narrowing as an innovative strategy for promotion in social networks in the conditions of business digitalization and formation of the digital environment

2020 ◽  
Keyword(s):  
Social Networks ◽  
Rapid Development ◽  
Innovative Strategy ◽  
Scientific Methods ◽  
Goods And Services ◽  
Doing Business ◽  
General Scientific ◽  
Marketing Tool ◽  
Almost All ◽  
The Impact

In today's world, people go online not only for entertainment, but also to study, shop, search for the necessary information and more. And social networks are approaching a giant like Google every year in terms of number of users and frequency of using.Therefore, almost all entrepreneurs have their own page on social networks, which are an ideal platform for promoting their products and services. Over the past 10 years, a new Internet marketing tool has appeared that specializes in promoting and doing business on social networks – SMM (Social Media Marketing). And here it is especially important to build a quality and effective strategy that will make social networks a quality image and sales channel of any goods and services. The subject of the article is a marketing strategy for development and promotion in social networks.The purpose of the article is to develop the applied principlesof an innovative strategy for narrowing the niche for promotion in social networks according to the features and means of its implementation for various business projects, brands and blogs. General scientific methods are used, such as systems analysis, synthesis and abstract-logical – to clarify the features of the blogs in each niche, which work on the strategy of narrowing the niche; analysis of Facebook for Business algorithms – to determine the impact of such a strategy on the further effectiveness of targeted advertising and the allocation of a unique trade offer due to the strategy of narrowing the niche.The following results were obtained: ways of implementing a niche narrowing strategy for various blogs, brands and business projects were developed and demonstrated, their effectiveness was proved. Conclusions: the practical principles of implementing an innovative strategy for narrowing the niche for social networks, which can be used for various business projects, brands and blogs, described the possibilities of implementing this strategy according to their features and tools, highlighted the main advantages of this strategy for rapid development of social networks.

scholarly journals Economic value added: A financial flexibility tool

2014 ◽  
Vol 12 (1) ◽  
pp. 703-708 ◽  
Author(s):  
Reeta Shah ◽  
Arunima Haldar ◽  
S.V.D. Nageswara Rao
Keyword(s):  
Financial Performance ◽  
Shareholder Value ◽  
Economic Value ◽  
Value Added ◽  
Performance Measure ◽  
Corporate Financial Performance ◽  
Economic Value Added ◽  
Financial Flexibility ◽  
The Right ◽  
The Impact

With increased emphasis on shareholder value addition, there has been an ongoing debate on choosing the right measure of corporate financial performance. There is need for a single measure of financial performance that not only measures corporate financial performance but also works as a financial flexibility tool. The financial performance measure employed by the firm measures the value generated by the firm. This necessitates the firms to choose the right performance tool which can reflect the accurate value added by the firm. We study the role and implications of Economic Value Added as a financial performance measure and further discuss its applicability as a tool for introducing financial flexibility. Flexibility is assessed by measuring the impact of organization’s competitiveness and performance. The findings reveal that EVA as a tool enables the corporate to differentiate between value-creating and value-destructing activities and helps managers in taking right decisions which enhances shareholder value. Thus, finally the research makes a case for managers to use EVA as a tool to provide additional information to investors. Interestingly, EVA can also be adapted as a corporate philosophy for motivating and educating employees

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