scholarly journals Marketing Digital: A Utilização Das Mídias Sociais como um Canal de Comunicação no Varejo de Moda de Barbalha-CE / Digital Marketing: The use of Social Media as a Communication Tool in the Fashion Retail Market in Barbalha, Ceará

2019 ◽  
Vol 13 (44) ◽  
pp. 486-507
Author(s):  
Piedley Macedo Saraiva
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Retail Market ◽  
Communication Tool ◽  
De Se ◽  
Fashion Retail ◽  
Use Of Social Media

As empresas têm se aproveitado das ferramentas digitais como uma maneira de criar vínculo, estabelecer comunicação e interação de maneira direta e rápida na mensagem compartilhada com o público de interesse. O progresso das tecnologias proporcionou inúmeras maneiras de se estabelecer um espaço de diálogo e as organizações estão aprendendo sobre essas tendências e sobre as possibilidades de explorar o que as novas mídias de relacionamento prometem. Assim, este trabalho tem como tema o marketing digital, e apresenta como objeto de estudo, a utilização das mídias sociais como um canal de comunicação no varejo de moda de Barbalha-Ce. O modelo de pesquisa utilizada foi exploratório e descritiva, se utilizando ainda de um estudo de caso. Para isso, foi utilizado como instrumento para coleta de dados, entrevista estruturada com os proprietários das empresas estudadas e questionários aplicado a clientes e prospect (possíveis clientes). Quanto a análise dos dados apresentados nas entrevistas, foi percebido que a utilização do marketing digital feitos pelas empresas através das redes sociais é bastante intensa, de modo que cada um dos empreendimentos possui características reservadas de como alcançar os clientes, usufruem também essas mídias sociais para além da divulgação e captar novos clientes, obter uma possível fidelização dos mesmos. 

The Use of Social Media by the Botswana Government and Governance of Liquid Communication

Mousaion ◽  
2019 ◽  
Vol 37 (1) ◽  
Author(s):  
Tshepho Lydia Mosweu
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Community Involvement ◽  
Media Content ◽  
Service Access ◽  
Communication Tool ◽  
African Countries ◽  
The World ◽  
The Government ◽  
Use Of Social Media

Social media as a communication tool has enabled governments around the world to interact with citizens for customer service, access to information and to direct community involvement needs. The trends around the world show recognition by governments that social media content may constitute records and should be managed accordingly. The literature shows that governments and organisations in other countries, particularly in Europe, have social media policies and strategies to guide the management of social media content, but there is less evidence among African countries. Thus the purpose of this paper is to examine the extent of usage of social media by the Botswana government in order to determine the necessity for the governance of liquid communication. Liquid communication here refers to the type of communication that goes easily back and forth between participants involved through social media. The ARMA principle of availability requires that where there is information governance, an organisation shall maintain its information assets in a manner that ensures their timely, efficient and accurate retrieval. The study adopted a qualitative case study approach where data were collected through documentary reviews and interviews among purposively selected employees of the Botswana government. This study revealed that the Botswana government has been actively using social media platforms to interact with its citizens since 2011 for increased access, usage and awareness of services offered by the government. Nonetheless, the study revealed that the government had no official documentation on the use of social media, and policies and strategies that dealt with the governance of liquid communication. This study recommends the governance of liquid communication to ensure timely, efficient and accurate retrieval when needed for business purposes.

Digital Marketing as a Communication Tool in Emerging Businesses

2019 ◽  
pp. 353-366
Author(s):  
Carlos Luis Torres Briones
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Communication Tool ◽  
Starting A Business ◽  
Content Generation

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

Digital Marketing

2018 ◽  
pp. 18-38
Author(s):  
Cesar Pereira da Mota ◽  
Pedro Isaías
Keyword(s):  
Social Media ◽  
New Media ◽  
Information Search ◽  
Communication Channels ◽  
Digital Marketing ◽  
Online Questionnaire ◽  
Football Fans ◽  
Use Of Social Media ◽  
Marketing Actions ◽  
The Relationship

Despite the fact that the branding of football is not a new phenomenon, the emergence of new media has provided the means and the opportunity for the widespread promotion of football club's brands. At the same time, the growing popularity of social media among football fan has empowered them to express their opinions and has granted them unlimited resources for information search and exchange. This chapter aims to examine the relationship that exists between Real Madrid's digital marketing actions and its promotion as a brand and the loyalty of its supporters. An online questionnaire was distributed among sports and football fans in order to identify their profile, their preferred communication channels, their use of social media and their knowledge about Real Madrid.

Using social media in the wine business

2014 ◽  
Vol 26 (2) ◽  
pp. 80-96 ◽  
Author(s):  
Gergely Szolnoki ◽  
Dimitri Taits ◽  
Moritz Nagel ◽  
Alessio Fortunato
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Wine Industry ◽  
Communication Tool ◽  
Vast Number ◽  
Content Type ◽  
Sales Channels ◽  
Wine Sector ◽  
Use Of Social Media ◽  
The Impact

Purpose – This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by comparing them with customers who were not members. Today, a vast number of books and studies are being published about social media in general, but less is known about their usage and effectiveness in the wine industry. Design/methodology/approach – The first study was conducted among 321 German wineries. It focused on the attitudes and preferences of the winemakers regarding social media, and it analysed the daily use of this new communication tool. The second study took place in August 2012, and it set out to define the value that accrued to a winery from having Facebook fans. This analysis was based on an online survey with customers of the winery as well as on a comparative analysis of the buying patterns of customers who were Facebook fans and those who were not. The analysis compared the turnover from the purchases of both groups over a period of three years. Findings – It was determined that 60 per cent of German wineries did communicate with their customers using social media. Facebook was the most important social media channel, followed by Twitter and YouTube. Of the winemakers interviewed, 40 per cent planned, in the near future, to implement additional activities involving social media. The consumer study proved that Facebook fans had a higher turnover compared to the non-Facebook fans of the winery studied. This finding emphasises the loyalty of Facebook fans. In addition, the study revealed that Facebook fans are open to receiving sales offers from the company which they support. Practical implications – Winery owners should be aware of the effectiveness of this modern communication tool. This is not only because Facebook fans generate a much higher turnover but also because of the possibility that they are interested in additional special offers on Facebook, which could mean an expansion of the available sales channels. Originality/value – To our knowledge, this kind of overview about the Germany wine sector as well as about the value of a Facebook-fan of a winery has not yet been undertaken.

scholarly journals PERANAN FEAR OF MISSING OUT TERHADAP PROBLEMATIC SOCIAL MEDIA USE

2019 ◽  
Vol 3 (1) ◽  
pp. 276
Author(s):  
Keyda Sara Risdyanti ◽  
Andi Tenri Faradiba ◽  
Aisyah Syihab
Keyword(s):  
Social Media ◽  
Media Use ◽  
Measurement Tool ◽  
Negative Consequences ◽  
Communication Tool ◽  
Social Media Use ◽  
Fear Of Missing Out ◽  
Problematic Social Media Use ◽  
Negative Impacts ◽  
Use Of Social Media

Sampel dalam penelitian ini berjumlah 254 remaja dalam rentang usia 12-22 tahun, dengan metode pengambilan Media sosial menjadi alat komunikasi sehari-hari bagi remaja masa kini. Kemudahan mengakses media sosial membentuk remaja memiliki keterikatan dengan akun media sosialnya. Perilaku ini memunculkan adanya dampak negatif bagi remaja, baik itu bagi dirinya sendiri maupun diluar dirinya, seperti merusak hubungan sosial dengan orang lain maupun mengganggu pendidikan remaja secara tidak langsung. Hanya saja, pemicu penggunaan media sosial yang tidak sehat ini, diakibatkan karena adanya kekhawatiran memiliki hubungan yang terputus dengan orang-orang disekitarnya. Maka dari itu, penelitian ini bertujuan untuk melihat seberapa besar peranan yang dimiliki oleh fear of missing out (FOMO) terhadap problematic social media use (PSMU). sampel berbasis internet melalui volunteer (opt in) panel. Fear of Missing Out scale sebagai alat pengukuran untuk FOMO, sedangkan Social Media Use Questionnaire digunakan untuk mengukur PSMU. Hasil penelitian memiliki signifikansi secara positif (0,00>0,05), yang artinya semakin tinggi seseorang dalam memiliki perasaan takut, cemas, gelisah maupun khawatir bila tidak ikut terlibat dalam kegiatan sosial bersama orang disekitarnya, ia akan cenderung semakin memiliki keterikatan dengan media sosialnya hingga menimbulkan konsekuensi negatif bagi dirinya. Hasil juga menunjukan adanya sejumlah peranan yang diberikan oleh fear of missing out kepada problematic social media use sebesar 35,8%, sedangkan sisanya dipengaruhi oleh faktor lain. Social media has become the regular communication tool for today's youth. Ease of access media forms attachment of adolescents to their social media accounts. This behavior gives rise to negative impacts for adolescents, both for themselves and their surroundings, such as damaging social relationships with others and indirectly disrupting their education. Unhealthy use of social media is caused by fears of ruining relationships with people around them. Therefore, this study aims to see the extent to which the role of the fear of missing out (FOMO) affects problematic social media use (PSMU). The sample in this study amounted to 254 adolescents between 12-22 years age range, with internet-based sampling methods through volunteer (opt in) panels. The Fear of Missing Out scale is a measurement tool for FOMO, while the Social Media Use Questionnaire was used to measure PSMU. The result of the study indicated positive significance (0.00> 0.05), which means that the more a person is having feelings of fear, anxiety, or worry when not involved in social activities with people around them, they tend to have more attachment to the media social which in turn, causes negative consequences for them. The result also showed a number of influence by the fear of missing out to the problematic social media use as much as 35.8%, while the rest were influenced by other factors. 

scholarly journals IMPACT OF SOCIAL MEDIA USE ON COMMUNITY PSYCHOLOGY AND ITS IMPLICATIONS IN COUNSELING

2021 ◽  
Vol 5 (1) ◽  
pp. 42
Author(s):  
Silvianetri Silvianetri
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Negative Impact ◽  
Positive Impact ◽  
Psychological Impact ◽  
Thinking Skills ◽  
Communication Tool ◽  
Social Media Addiction ◽  
Use Of Social Media ◽  
The Impact

Social media is a communication tool that is commonly used by everyone in today's technological era. Excessive use of social media will cause addiction, and have an impact on people's psychology. This article aims to reveal data on the impact of social media addiction on the psychology of society and its implications for counseling. The research uses qualitative research methods, especially phenomenology. The research instrument is the researcher himself, and for data collection using in-depth interviews and observation. The research respondents are the people of West Sumatra with male and female sexes aged 15 to 50 years. The data analysis technique is using Miles and Huberman data analysis with the following steps; data reduction, data display, and conclusion drawing/verification. The results of the study found that the psychological impact of social media addiction generally affects people's cognitive and emotions. The positive impact is cognitive, namely increasing insight and thinking skills, as well as giving birth to various creative ideas. The negative impact is causing forgetfulness, panic, dead-end thoughts, lack of logical thinking. Emotionally the positive impact of using social media by the community is to create happiness, optimism, motivation, enthusiasm, enthusiasm. The negative impact is causing anxiety, despair, sadness, resentment, anger and frustration. The results of this study have implications for counseling, namely preventively developing counseling techniques that aim to reduce social media addiction. Curatively, it can develop counseling techniques that can improve brain function and reduce anxiety levels.

scholarly journals Perception of Social Media in Secondary Students

2020 ◽  
Vol 13 (3) ◽  
pp. 6
Author(s):  
Hatice Gedik ◽  
Hamide Akbas Cosar
Keyword(s):  
Middle School ◽  
Social Media ◽  
Secondary Students ◽  
Social Life ◽  
Human Beings ◽  
Communication Tool ◽  
Negative Effects ◽  
School Students ◽  
Late 20Th Century ◽  
Use Of Social Media

Communication has always been a basic need for human beings throughout the history. The Internet, which became widespread in the late 20th century, provided new and improved opportunities in communication. Social media, one of these communication opportunities, has become an indispensable means of communication. The aim of the current research is to determine which social media accounts the middle school students use and why they use social media. The sampling of the study is comprised of 211 students attending a state middle school in Turkey. In the current study, the participating students were asked to write an authentic composition with the title “use of social media” and the collected data in this way were analyzed by using the content analysis method. According to the results obtained in the current study, it can be argued that the participating children are aware of the negative effects of the use of social media on their social life, academic achievement and health. However, despite these negative effects, they find it difficult to keep themselves away from social media. According to the participating students, social media is a harmful communication tool that makes it easy to get information and news, is entertaining, addictive and not suitable for children.

Digital Marketing

2018 ◽  
pp. 28-49
Author(s):  
Cesar Pereira da Mota ◽  
Pedro Isaías
Keyword(s):  
Social Media ◽  
New Media ◽  
Information Search ◽  
Communication Channels ◽  
Digital Marketing ◽  
Online Questionnaire ◽  
Football Fans ◽  
Use Of Social Media ◽  
Marketing Actions ◽  
The Relationship

Despite the fact that the branding of football is not a new phenomenon, the emergence of new media has provided the means and the opportunity for the widespread promotion of football club's brands. At the same time, the growing popularity of social media among football fan has empowered them to express their opinions and has granted them unlimited resources for information search and exchange. This chapter aims to examine the relationship that exists between Real Madrid's digital marketing actions and its promotion as a brand and the loyalty of its supporters. An online questionnaire was distributed among sports and football fans in order to identify their profile, their preferred communication channels, their use of social media and their knowledge about Real Madrid.

Use of Social Media for Disaster Management

2019 ◽  
pp. 240-260
Author(s):  
Louis Ngamassi ◽  
Thiagarajan Ramakrishnan ◽  
Shahedur Rahman
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Disaster Management ◽  
Communication Tool ◽  
Current Usage ◽  
Use Of Social Media ◽  
Relief Organizations ◽  
New Framework

Social media is emerging as an important information-based communication tool for disaster management. Yet there are many relief organizations that are not able to develop strategies and allocate resources to effectively use social media for disaster management. The reason behind this inability may be a lack of understanding regarding the different functionalities of social media. In this paper, we examine the literature using content analysis to understand the current usage of social media in disaster management. We draw on the honeycomb framework and the results of our content analysis to suggest a new framework that can help in utilizing social media more effectively during the different phases of disaster management. We also discuss the implications of our study.

Social Media and the Knowledge Gap

2022 ◽  
pp. 344-361
Author(s):  
Çiçek Topçu
Keyword(s):  
Social Media ◽  
Field Research ◽  
Knowledge Gap ◽  
Communication Tool ◽  
Media Environment ◽  
Large Sample ◽  
Level Of Knowledge ◽  
Use Of Social Media ◽  
The Relationship ◽  
Empirical Field

This study aims to test the relationship between the use of social media and the knowledge gap regarding COVID-19 in the Turkish environment. For this purpose of this empirical field, research was carried out throughout Turkey involving a large sample (N= 1033) in an effort to reveal how level of knowledge of social media users in Turkey regarding an issue in a particular question is shaped. The study discusses the data obtained in the field research. The conclusion, contrary to what is expected, emphasizes that social media environment has a particular presence as a communication tool, which closes the knowledge gap and fosters knowledge acquisition.

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