scholarly journals Building competitive advantage in the context of electronic communication with the use of social media

2015 ◽  
Vol 6 (3) ◽  
pp. 151-165 ◽  
Author(s):  
Anna Tarabasz
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Communication Channel ◽  
Electronic Communication ◽  
The Internet ◽  
On Line ◽  
Effective Advertising ◽  
Use Of Social Media ◽  
Retail Banks ◽  
Use Of Internet

Abstract In today’s turbulent environment it is difficult to imagine a modern company knowingly waives the benefits of electronic communication. Simultaneously there is a multitude of companies that misuse these tools, that makes their actions usually having exactly opposite results of intended. Due to advantages of the Internet as a communication channel and effective advertising medium, more and more companies decide to invest into it. In Poland in 2013, with nearly 7 billion of PLN spent on advertising, more than 21% was invested in online promotion. Furthermore, Internet as an advertising channel of communication is the only one noting regular annual increase in spending on advertising campaigns in comparison to other media. This article is an attempt to show the merits of building companys’ competitive advantage with the use of Internet and particular regard to social media. It presents both own model on-line communication and the results of research among 11 largest retail banks in Poland and opinions of their 1800 customers.

The Music That is Here to Stay

2014 ◽  
pp. 145-159
Author(s):  
Atzimba Baltazar Macías
Keyword(s):  
Decision Making ◽  
Social Capital ◽  
Social Media ◽  
The Internet ◽  
Theoretical Discussion ◽  
Public Attention ◽  
The Public ◽  
Use Of Social Media ◽  
Use Of Internet ◽  
Mexican Politics

The chapter aims at understanding a recent phenomenon in Mexican politics: the use of Internet and social media as a new and powerful resource for mobilization and social participation in the policy process. Based on a review of two recent movements in Mexico (#YoSoy132 and The Wirikuta Defense Front), the chapter argues that although the Internet is still restricted to the middle and upper classes, the use of social media and its impact transcends class boundaries, draws public attention, creates a valuable social capital for mobilization, and influences the decision-making process. The chapter does not intend to provide evidence to the theoretical discussion on why and how social media enhances political participation and mobilization; rather, it reflects the features shared by these two movements in order to draw some lines for further research. It finds that, if used appropriately, social media is actually an effective tool to facilitate mobilization and modify the public agenda.

Interaction between Consumers and Businesses through Social Media

2013 ◽  
pp. 237-255
Author(s):  
Huliane Medeiros da Silva ◽  
Gilson Gomes da Silva ◽  
Flavius da Luz e Gorgônio
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Communication Channels ◽  
Communication Process ◽  
The Internet ◽  
Use Of Social Media ◽  
The Way

For a great deal of people, social media is the gateway to the Internet and it would not be feasible use of the network if it was not through them. Social media revolutionized not only the Internet but also the way people communicate and, consequently, the way consumers and businesses interact. Therefore, companies need to know and master the use of social media for competitive advantage. The current forms of interaction between businesses and consumers still leave much to be desired and it is not rare to find companies that make mistakes in the process of communication with their consumers through social media. This chapter aims to evaluate the communication channels based on social media used by businesses and consumers, showing successful and non-successful cases in the communication process and suggesting trends of usage of these channels more efficiently.

Interaction between Consumers and Businesses through Social Media

2015 ◽  
pp. 1464-1482
Author(s):  
Huliane Medeiros da Silva ◽  
Gilson Gomes da Silva ◽  
Flavius da Luz e Gorgônio
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Communication Channels ◽  
Communication Process ◽  
The Internet ◽  
Use Of Social Media ◽  
The Way

For a great deal of people, social media is the gateway to the Internet and it would not be feasible use of the network if it was not through them. Social media revolutionized not only the Internet but also the way people communicate and, consequently, the way consumers and businesses interact. Therefore, companies need to know and master the use of social media for competitive advantage. The current forms of interaction between businesses and consumers still leave much to be desired and it is not rare to find companies that make mistakes in the process of communication with their consumers through social media. This chapter aims to evaluate the communication channels based on social media used by businesses and consumers, showing successful and non-successful cases in the communication process and suggesting trends of usage of these channels more efficiently.

The Mexican Spring

2020 ◽  
pp. 49-67
Author(s):  
Atzimba Baltazar Macias
Keyword(s):  
Decision Making ◽  
Social Capital ◽  
Social Media ◽  
The Internet ◽  
Theoretical Discussion ◽  
Public Attention ◽  
The Public ◽  
Use Of Social Media ◽  
Use Of Internet ◽  
Mexican Politics

The chapter aims at understanding a recent phenomenon in Mexican politics: the use of internet and social media as a new and powerful resource for mobilization and social participation in the policy process. Based on a review of two relatively recent movements in Mexico (#YoSoy132 and The Wirikuta Defense Front), the chapter argues that although the internet is still restricted to the middle and upper classes, the use of social media and its impact transcends class boundaries, draws public attention, creates a valuable social capital for mobilization, and influences the decision-making process. The chapter does not intend to provide evidence to the theoretical discussion on why and how social media enhances political participation and mobilization; rather, it reflects on the features shared by these two movements in order to draw some lines for further research. It finds that, if used appropriately, social media is actually an effective tool to facilitate mobilization and modify the public agenda.

scholarly journals Using the New Media by Companies From the Sme Sector in Podkarpackie Province

2018 ◽  
Vol 4 (2) ◽  
pp. 85-95 ◽  
Author(s):  
Justyna Masłyk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
New Media ◽  
Entire Population ◽  
The Internet ◽  
Research Project ◽  
Media Development ◽  
Preliminary Results ◽  
Online Presence ◽  
Use Of Social Media

Abstract The main purpose of this article is to present the results of research concerning the use of social media by companies from the SME sector in Podkarpackie Province. The article includes data obtained in the first stage of the study, which is a part of a research project on the use of social media in the area of creating the image of an organization / company as an employer.The survey covered the entire population of companies from the SME sector, which are registered in Podkarpackie Province (REGON database). The research phase, the results of which are presented in this article, mainly involved the analysis of data on companies from the SME sector in Podkarpackie Province in terms of their presence on the Internet (having an individual website, having company profiles on selected social networks). The results of the first stage of the study confirm that the companies see the potential of the online presence / functioning in social media (more and more companies have their own website, Facebook profiles). The dynamics of changes in this area is definitely not adequate to the pace of new media development. On the basis of preliminary results of further stages of the research, it can also be concluded that in the vast majority of cases, however, these are non-strategic and non-systematic activities.

Social Media and Citizen Engagement

2013 ◽  
pp. 225-238
Author(s):  
Charlie E. Cabotaje ◽  
Erwin A. Alampay
Keyword(s):  
Social Media ◽  
Disaster Response ◽  
Real Life ◽  
The Philippines ◽  
The Internet ◽  
Citizen Engagement ◽  
Face To Face ◽  
First Case ◽  
Use Of Social Media

Increased access and the convenience of participation to and through the internet encourage connectivity among citizens. These new and enhanced connections are no longer dependent on real-life, face-to-face interactions, and are less restricted by the boundaries of time and space (Frissen, 2005). In this chapter, two cases from the Philippines are documented and assessed in order to look at online citizen engagement. The first case looks at how people participate in promoting tourism in the Philippines through social media. The second case involves their use of social media for disaster response. Previous studies on ICTs and participation in the Philippines have looked at the role of intermediaries (see Alampay, 2002). Since then, the role of social media, in particular that of Facebook and Twitter, has grown dramatically and at times completely circumvents traditional notions of intermediation. The role of Facebook, in particular, will be highlighted in this chapter, and the authors will analyze its effectiveness, vis-à-vis traditional government channels for communication and delivery of similar services. By looking at these two cases and assessing the abovementioned aspects, it is hoped that the use of social media can be seen as an integral part of e-governance especially in engaging citizens to participate in local and national governance.

Elections and Social Media

2015 ◽  
pp. 314-328
Author(s):  
Ahmet Sarıtaş ◽  
Elif Esra Aydın
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Political Campaigns ◽  
The Internet ◽  
Election Campaigns ◽  
The Past ◽  
Target Mass ◽  
The Social ◽  
The World ◽  
Use Of Social Media

Today, using of the internet extended social media by individuals habitually enables both the business firms and politicians to reach their target mass at any time. In this context, internet has become a popular place recently where political communication and campaigns are realized by ensuring a new dimension to political campaigns. When we examine the posts and discussions in the social media, we can say that they are converted into open political sessions. As there are no censorship in such channels, individuals have a freedom to reach to any partial/impartial information and obtain transparent and fast feedback, and with this regard, political parties, leaders and candidates have a chance to be closer to electors. In this study, it is aimed to give information about the social media, present what medium has been used for election campaigns from the past until today and besides, by considering the effects of effective and efficient use of social media and new trends related to the internet by politicians, together with their applications in the world, to make suggestions about its situation and application in Turkey.

Adoption of Social Media as Communication Channels in Government Agencies

2018 ◽  
pp. 773-807
Author(s):  
Reemiah Alotaibi ◽  
Muthu Ramachandran ◽  
Ah-Lian Kor ◽  
Amin Hosseinian-Far
Keyword(s):  
Social Media ◽  
Communication Channel ◽  
Communication Channels ◽  
Extensive Literature ◽  
Public Agencies ◽  
Wide Range ◽  
Level Of Use ◽  
The World ◽  
The Government ◽  
Use Of Social Media

Social media has become an integral part of many people's lives around the world. The main use of this communication channel is to connect with social circles. It is also widely used for commercial and business purposes. Governments are also keen to use social media as an alternative to the traditional communication channels. Nonetheless, when the level of use of social media in the government is compared to other fields, a clear gap becomes apparent. This chapter investigates the adoption of social media as a communication channel between citizens, public agencies and government departments; and considers a wide range of factors that affect the issue from the perspective of public agencies. This chapter presents an extensive literature review and proposes a framework that organises the critical factors that affect public agencies' efforts while implementing social media. We also provide a list of hypotheses to validate and evaluate the significance of these factors.

The Internet, Social Media, and Knowledge Production and Development of Political Marketing

2019 ◽  
pp. 562-593
Author(s):  
Nyarwi Ahmad
Keyword(s):  
Social Media ◽  
Knowledge Production ◽  
Conceptual Knowledge ◽  
Political Marketing ◽  
The Internet ◽  
Political Actors ◽  
Theoretical Assumptions ◽  
Use Of The Internet ◽  
Use Of Social Media ◽  
The Impact

Though the use and development of the Internet, World Wide Web and social media and their impacts on politics have been robustly investigated, specific attention has not yet been paid to explore the impact of adaptation and use of social media by political actors and organizations on the knowledge production and generation of political marketing. In order to fill this knowledge gap, a conceptual framework to explore modes of knowledge production and generation of political marketing has been proposed. The transcendental realism approach postulated by Bhaskar (1998, 2008) and the meta-theoretical assumptions of political marketing proposed by Henneberg (2008) were adopted. A content analysis of 320 articles of Journal of Political Marketing published in between 2002 and 2015 was carried out. This work reveals that the adaptation and use of the Internet and social media have been accounted for in producing and generating the operational or the rudimentary-conceptual or the established-conceptual knowledge of political marketing.

Impact of Social Media Readiness on Social Media Usage and Competitive Advantage

2019 ◽  
pp. 246-267
Author(s):  
Apoorv Durga ◽  
M. L. Singla
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Success Rate ◽  
Failure Rate ◽  
Media Use ◽  
The Other ◽  
Value Chains ◽  
Media Usage ◽  
Effective Implementation ◽  
Use Of Social Media

Usage of social media within organizations' value chains has been increasing rapidly. There are several benefits and savings projected due to usage of social media. As a result, there is also a lot of hype that is typical of any new web phenomenon. On the other hand, saner voices are cautioning against excessive hype and point to high failure rate of social media initiatives. Lack of best practices or frameworks and incomplete understanding of how to make best use of social media are some of the reasons cited for this high failure of social media initiatives. In addition, there are several other aspects related to governance, people, and processes that need to be addressed to improve success rate of these initiatives. Therefore, effective implementation of a social media initiative includes addressing all those aspects that relate to governance, people, and processes. The authors use a construct, “Social Media Readiness,” that encapsulates these aspects. This chapter summarizes research that shows how readiness can impact social media use.

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