scholarly journals Differences in the usage of online marketing and social media tools: evidence from Czech, Slovakian and Hungarian SMEs

Equilibrium ◽  
2020 ◽  
Vol 15 (3) ◽  
pp. 537-563
Author(s):  
Mehmet Civelek ◽  
Krzysztof Gajdka ◽  
Jaroslav Světlík ◽  
Vladimír Vavrečka
Keyword(s):  
Social Media ◽  
Value Added ◽  
Online Marketing ◽  
Online Questionnaire ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Statistical Program ◽  
Social Media Tools ◽  
Media Channels ◽  
Post Hoc

Research background: Because of the rapid improvements in advanced technological tools and widely usage of the Internet among the world, most of SMEs in various countries have become able to apply their marketing activities through online marketing and social media platforms that are less costly for them. Since SMEs encounter many financing constraints, these marketing options might be very beneficial for them to use for their marketing activities. However, socio-economic and cultural factors differ in each corner of the globe. Purpose of the article: This paper aims to investigate international differences between usage of online marketing and social media platforms by SMEs. Methods: The authors of this paper have selected 1156 Czech, Slovakian and Hungarian SMEs from Cribis database by employing random sampling method. An online questionnaire was directed by the researchers to have responses from managers and owners of SMEs. To find differences in selected variables, the researchers perform ANOVA analyses with Post-Hoc tests in SPSS statistical program. Findings & Value added: Regarding the size of businesses, Hungarian SMEs in both size categories: micro and small-medium sized, apply social media platforms in their operations more than Czech and Slovakian SMEs. When it comes to marketing activities, some similarities are in existence depending on size and age of SMEs. In detail, propensities of Slovakian and Hungarian older SMEs (that have been operating more than 10 years) and microenterprises to apply online marketing channels are higher than Czech older SMEs and Czech microenterprises. Corresponding to social media usage, Czech and Slovakian SMEs and older enterprises do not differ. But Hungarian SMEs and older Hungarian firms are more prone to apply social media channels than Czech and Slovakian SMEs and older Czech and Slovakian enterprises. This paper is a unique study that makes comparison between some Central European countries’ SMEs that are in the Visegrad Group regarding their usage of their online marketing and social media tools. Thus, this paper also fulfills some gap in the marketing literature.

scholarly journals THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

2020 ◽  
Vol 8 (1) ◽  
pp. 102-113
Author(s):  
Jan Žufan ◽  
Mehmet Civelek ◽  
Iveta Hamarneh ◽  
Ľubomír Kmeco
Keyword(s):  
Social Media ◽  
Lower Amount ◽  
Firm Characteristics ◽  
Online Questionnaire ◽  
The Czech Republic ◽  
Media Usage ◽  
Social Media Platforms ◽  
Statistical Program ◽  
Media Channels ◽  
The Cost

Comparing to larger businesses, SMEs face more barriers in their marketing operations since they have a lower amount of financial resources and assets. But the emergence of social media platforms has provided many chances for them to overcome these barriers by enabling them to do marketing and promotion activities. Although these social media channels are easy to access by each of their users, awareness, perceptions, capabilities of SMEs might differ when using these platforms. In this regard, this research aims to analyze and find out whether social media usage differs among SMEs regarding their age and size.  In parallel with this purpose, the researchers used an online questionnaire to collect data from 454 Czech SMEs. These SMEs were selected by applying a random sampling method and then an online questionnaire was directed to the respondents who were owners and managers of these enterprises. To analyze the data, the researchers performed an Independent T-test in SPSS statistical program. According to the results, social media usage does not differ between smaller-larger and younger-older SMEs. The reasons for these similarities among SMEs might stem from the industry that they operate, the cost of social media usage, and the age of younger firms’ executives. Nonexistence of the differences among analyzed Czech SMEs makes this paper differ from other studies. Some policy implementations are also offered by the researchers to increase awareness, skills, and usage of social media platforms by SMEs.

scholarly journals Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services

2020 ◽  
Vol 12 (17) ◽  
pp. 6926
Author(s):  
Ali Moghadamzadeh ◽  
Pejman Ebrahimi ◽  
Soodabeh Radfard ◽  
Aidin Salamzadeh ◽  
Datis Khajeheian
Keyword(s):  
Social Media ◽  
Business Environment ◽  
Customer Participation ◽  
Citizenship Behavior ◽  
Online Questionnaire ◽  
Web 3.0 ◽  
Social Media Platforms ◽  
Social Media Tools ◽  
Customer Citizenship Behavior

The emergence of social media platforms as the main representatives of Web 3.0 applications significantly impacts the co-creation activities among enterprises, customers, and other stakeholders, and has enabled firms to benefit from creativity and ideas of their users and customers for developing and rendering innovative services. This study aims to investigate how the co-creation activities of users on social media platforms have an effect on the enterprises’ innovative services. For this purpose, the authors surveyed customers of innovative services who used social media platforms to meet their needs from the enterprises that innovatively offer such services. An online questionnaire was designed and distributed among the sample of customers, and 505 completed questionnaires were analyzed following the PLS-SEM approach. The findings revealed that customer citizenship behavior and customer participation behavior on social media platforms positively affect the rendering of innovative services. Findings also highlighted that an increase in social co-creation activities, as moderator, positively affects customer citizenship behavior on service innovativeness, and negatively affects customer participation behavior on service innovativeness. The findings of this research could be useful for entrepreneurs and managers of the enterprises that offer innovative services to efficiently use social media tools to benefit from the customers’ co-creation activities and to perform more competitively and sustainably in a hostile business environment.

Understanding the Role of Online Media Platforms in Airport Capital Projects and Community Outreach

2021 ◽  
pp. 036119812199347
Author(s):  
Max Z. Li ◽  
Megan S. Ryerson
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Community Outreach ◽  
Capital Projects ◽  
The Public ◽  
Online Social Media ◽  
Social Media Platforms ◽  
Project Phases ◽  
Media Channels ◽  
Common Content

Community outreach and engagement efforts are critical to an airport’s role as an ever-evolving transportation infrastructure and regional economic driver. As online social media platforms continue to grow in both popularity and influence, a new engagement channel between airports and the public is emerging. However, the motivations behind and effectiveness of these social media channels remain unclear. In this work, we address this knowledge gap by better understanding the advantages, impact, and best practices of this newly emerging engagement channel available to airports. Focusing specifically on airport YouTube channels, we first document quantitative viewership metrics, and examine common content characteristics within airport YouTube videos. We then conduct interviews and site visits with relevant airport stakeholders to identify the motivations and workflow behind these videos. Finally, we facilitate sample focus groups designed to survey public perceptions of the effectiveness and value of these videos. From our four project phases, to maximize content effectiveness and community engagement potential, we synthesize the following framework of action items, recommendations, and best practices: (C) Consistency and community; (O) Organizational structure; (M) Momentum; (B) Branding and buy-in; (A) Activity; (T) Two-way engagement; (E) Enthusiasm; and (D) Depth, or as a convenient initialism, our COMBATED framework.

scholarly journals Building a Vibrant Future for School Librarians through Online Conversations for Professional Development

2021 ◽  
Author(s):  
Judy O'Connell
Keyword(s):  
Professional Development ◽  
Social Media ◽  
School Library ◽  
School Librarians ◽  
Leadership Challenges ◽  
Personal Learning ◽  
The World ◽  
Social Media Platforms ◽  
Teacher Librarians ◽  
Media Channels

Technology and social media platforms are driving an unprecedented reorganization of the learning environment in and beyond schools around the world. Technology provides us leadership challenges, and at the same time offers opportunities for communication and learning through technology channels to support professional development. School librarians and teacher librarians are often working as the sole information practitioner in their school, and need to stay in touch with others beyond their own school to develop their personal professional capacity to lead within their school. The Australian Teacher Librarian Network aims to make a difference, and supports school library staff in Australia and around the world to build professional networks and personal learning connections, offering an open and free exchange of ideas, strategies and resources to build collegiality. This ongoing professional conversation through online and social media channels is an important way to connect, communicate and collaborate in building a vibrant future for school librarians.

scholarly journals OPTIMALISASI PLATFORM ONLINE INTERNET MARKETING UNTUK SME LITTLE ROSE BANDUNG

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Budi Harto ◽  
Rita Komalasari
Keyword(s):  
Social Media ◽  
Search Engines ◽  
Internet Marketing ◽  
Online Marketing ◽  
Internet Search ◽  
Further Training ◽  
Marketing Program ◽  
Keywords Internet ◽  
Marketing Activities ◽  
New Jobs

Almost everyone now has been searching for anything through internet search engines such as Google, e-commerce sites / buying and selling sites, and social media. This online internet marketing program can be started by SMEs easily, several ways that can be applied are by making Google My Business, Google Website, E-Commerce Shopee, and Social media such as Facebook and Instagram. Little Rose as an Indonesian SME that manufactures various kinds of fabric crafts made from fabric makes it has a lot of opportunities to become a marketable product, unfortunately the lack of marketing activities makes it still not widely known. Little Rose needs a new market in order to increase revenue, expand businesses, and create new jobs. After this training, the Little Rose team can still be given further training on the platforms that have been provided. In the future if there is already a budget for marketing, it would be better to create a website with a better appearance, e-commerce sites can be upgraded to become paid if there are already many products, and use social media ads to advertise Little Rose even further Keywords: Internet Marketing, Online Marketing, UMKM, SME

Investigating the effects of consistent visual identity on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Harsandaldeep Kaur ◽  
Kanwal Roop Kaur
Keyword(s):  
Social Media ◽  
Online Marketing ◽  
Media Environment ◽  
Content Type ◽  
Visual Identity ◽  
Company Reputation ◽  
Social Media Platforms ◽  
Sphere Of Influence ◽  
The Impact ◽  
Practical Implications

Purpose Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users. Design/methodology/approach The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media. Findings The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company. Practical implications This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment. Originality/value This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

Using Social Media as a Concept and Tool for Teaching Marketing Information Systems

2013 ◽  
pp. 24-44 ◽  
Author(s):  
Theodosios Tsiakis
Keyword(s):  
Social Media ◽  
Information System ◽  
Information Systems ◽  
Information Technologies ◽  
Teaching Tool ◽  
Course Structure ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Marketing Information ◽  
The One

Teachers use social media in order to have instant, comfortable and effective way to communicate and transact with students. Online classrooms also are becoming more and more social. So why not use these methods that are already in wide use as a teaching tool? Social media began as an entertainment tool, then became a marketing phenomenon, and now is seen as a new pedagogical tool. The Marketing Information System course aims in offering students (the tomorrow marketers) an in-depth view and understanding of information systems that support an effective way the marketing activities. MIS is the process of connecting people, processes, and technology. The use of ICT has changed the way marketing decisions are made. On the one hand, using information technologies supports achievement of a current marketing strategy while on the other hand these technologies set new marketing rules, and social media is the technology that represents a unique way of transmitting information in all directions. So with one concept (social media), we can achieve multiple benefits. This chapter (1) provides a literature review (overview) of the current use and benefits of Web 2.0 or so-called social media tools in the support of teaching or pedagogical process, (2) offers a systematic way of understanding and conceptualizing online social media as a teaching tool, and (3) suggests the framework in which social media tools can be applied and used in the Marketing Information System (MkIS) course both as part in the course structure and as a mean to teach MkIS.

Multimodal Mapping of a University’s Formal and Informal Online Brand

2014 ◽  
pp. 120-162
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Public Information ◽  
Video Sharing ◽  
Ex Post ◽  
University Reputation ◽  
Social Media Platforms ◽  
Media Channels ◽  
The University

With the popularization of the Social Web (or Read-Write Web) and millions of participants in these interactive spaces, institutions of higher education have found it necessary to create online presences to promote their university brands, presence, and reputation. An important aspect of that engagement involves being aware of how their brand is represented informally (and formally) on social media platforms. Universities have traditionally maintained thin channels of formalized communications through official media channels, but in this participatory new media age, the user-generated contents and communications are created independent of the formal public relations offices. The university brand is evolving independently of official controls. Ex-post interventions to protect university reputation and brand may be too little, too late, and much of the contents are beyond the purview of the formal university. Various offices and clubs have institutional accounts on Facebook as well as wide representation of their faculty, staff, administrators, and students online. There are various microblogging accounts on Twitter. Various photo and video contents related to the institution may be found on photo- and video-sharing sites, like Flickr, and there are video channels on YouTube. All this digital content is widely available and may serve as points-of-contact for the close-in to more distal stakeholders and publics related to the institution. A recently available open-source tool enhances the capability for crawling (extracting data) these various social media platforms (through their Application Programming Interfaces or “APIs”) and enables the capture, analysis, and social network visualization of broadly available public information. Further, this tool enables the analysis of previously hidden information. This chapter introduces the application of Network Overview, Discovery and Exploration for Excel (NodeXL) to the empirical and multimodal analysis of a university’s electronic presence on various social media platforms and offers some initial ideas for the analytical value of such an approach.

Strong Value Proposition through Social Media Tools

2014 ◽  
pp. 223-252
Author(s):  
Avinash Kapoor ◽  
Chinmaya Kulshrestha
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Value Proposition ◽  
Brand Building ◽  
American Express ◽  
Social Media Platforms ◽  
Social Media Tools

This chapter looks into social media tools being leveraged by marketing groups of various organisations. More specifically, this chapter attempts to identify the usefulness, sustainability, and reliability of social media tools in the context of the brand image of American Express. In the last two years, American Express has launched numerous touch points on various social media platforms, which include Facebook, LinkedIn, and FourSquare. The chapter concludes that social media tools do impact the brand building exercise of an organisation to offer strong value proposition, and therefore, American Express should also invest such effort to stay a leader in the payment industry. However, in order to target younger customers there is a need for revamping and rejuvenation the value proposition so as to remain young, meaningful, and contemporary.

Impact of 2.0 on Contemporary Marketing

2014 ◽  
pp. 367-388
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Social Media ◽  
Human Resources ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Marketing Plan ◽  
Crm System ◽  
Marketing Activities ◽  
Social Media Tools

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration within the broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful Customer Relationship Management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using Internet technologies are putting tremendous challenges on organizations and their human resources. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.

Sign in / Sign up

Export Citation Format

Share Document