scholarly journals Generation Y Preferences in Online Content Consumption: Content Marketing Implications for the Arts

2021 ◽  
Vol 7 (1) ◽  
pp. 1-17
Author(s):  
Edita Štrbová ◽  
Simona Boldišová
Keyword(s):  
Generation Y ◽  
Online Content ◽  
Online Questionnaire ◽  
Current State ◽  
The Arts ◽  
Content Consumption ◽  
The Social ◽  
Content Strategy ◽  
Future Direction ◽  
Content Marketing

Abstract This paper focuses on analysing the specific attributes and applications of content marketing in social media. Through an engaging and targeted content strategy using the “personas”, this kind of marketing creates an engaged and motivated audience both in the commercial and non-commercial environment. The social networks are an appropriate environment and a tool for distributing and promoting content, including arts. The aim of our research was to use an online questionnaire to describe the behaviour of Generation Y (25-40 years) when using online content and identify their preferences. We also characterize the current state and future direction of content marketing in the Slovak conditions and the possibility of its use in the realm of arts.

scholarly journals Analisis Strategi Pesan Content Marketing Untuk Mempertahankan Brand Engagement

2018 ◽  
Vol 10 (2) ◽  
pp. 167
Author(s):  
Nigar Pandrianto ◽  
Gregorius Genep Sukendro
Keyword(s):  
Social Media ◽  
Brand Engagement ◽  
Descriptive Research ◽  
The Social ◽  
Marketing Activities ◽  
Content Strategy ◽  
Use Of Social Media ◽  
The Right ◽  
Culinary Culture ◽  
Content Marketing

The use of social media as an alternative medium to communicate marketing messages is increasingly massive. In the landscape of the contemporary marketing industry that is commonly called content marketing. But the use of this medium is not always use the right strategy. The strategy in this context is content strategy. The result, this process does not show the expected results. One of them is that there is no significant brand awareness among audiences. Even though the use of marketing content appropriately can produce a very obvious engagament brand. Therefore it is always interesting to observe the content strategy used by a brand, then see if the strategy used is appropriate to the intended goal or not. Likewise with the marketing activities that Pasar Papringan tries to do through the Instagram account @PasarPapringan. In this study the author will examine the marketing content of social media Instagram accounts Pasar Papringan. The research method used in this study is qualitative research. Meanwhile, the type of research used in this study is descriptive research that systematically describes facts or characteristics of certain populations in a factual and careful manner. From here the author will see whether the social media marketing content has been produced according to its purpose or not. The results of the study show that the content strategy chosen by the Pasar Papringan account is informative only, and this not relevant to the audience. The relevance of the content will be obtained if Pasar Papringan does a deeper profiling to the audience and explore themes that are relevant to the Pasar Papringan itself, like culinary, culture, dan peoples around Pasar Papringan. Pemanfaatan media sosial sebagai medium alternatif untuk mengomunikasikan pesan-pesan pemasaran semakin masif. Dalam lanskap industri marketing kontemporer ini yang lazim disebut konten marketing. Namun pemanfaatan medium ini tidak selalu dibarengi pemilihan strategi yang tepat. Strategi yang dimaksud adalah strategi konten. Akibatnya komunikasi yang dilakukan tidak memperlihatkan hasil yang memuaskan. Salah satunya adalah tidak terlihatnya brand engagament secara signifikan. Padahal pemanfaatan konten marketing secara tepat dapat menghasilkan brand engagament yang sangat kentara. Oleh sebab itu selalu menarik untuk mengamati strategi konten yang digunakan oleh sebuah brand, lalu melihat apakah startegi yang digunakan telah sesuai atau tepat denga tujuan yang diharapkan. Begitu juga dengan aktivitas marketing yang dicoba dilakukan oleh Pasar Papringan melalui akun Instagram @PasarPapringan. Dalam penelitian ini penulis akan meneliti konten marketing media sosial akun Instagram Pasar Papringan. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kualitatif. Sedangkan, jenis penelitian yang digunakan dalam penelitian ini adalah penelitian yang sifatnya deskriptif yang menggambarkan secara sistematis fakta atau karakteristik populasi tertentu secara faktual dan cermat. Dari sini penulis akan melihat apakah konten marketing media sosial tersebut telah diproduksi sesuai tujuannya atau belum. Hasil penelitian memperlihatkan strategi konten yang dipilih oleh akun Pasar Papringan masih bersifat informatif, dan belum relevan dengan audiens. Relevansi konten akan diperoleh jika Pasar Papringan dapat melihat lebih dalam profil audiens dan mengeksplorasi tema-tema yang relevan dengan Pasar Papringan itu sendiri, seperti kuliner, kebudayaan, orang-orang yang ada di seputar Pasar Papringan.

scholarly journals INTERNET CELEBRITIES: HOW THEY AFFECT THE PURCHASE INTENTION OF GENERATION Y IN CYBERSPACE?

2020 ◽  
Vol 5 (19) ◽  
pp. 51-59
Author(s):  
Ying San Lim ◽  
Tuan Hock Ng ◽  
Yi Shin Hng
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Purchase Intention ◽  
Rating Scales ◽  
Source Credibility ◽  
Online Questionnaire ◽  
The Social ◽  
Research Findings ◽  
Media Platform ◽  
Use Of Social Media

The use of social media had created a group of ordinary people who actively share their life and experiences on the social media platform. When this group of people received more and more “likes” from the audiences, they are being named as Internet celebrities. Internet celebrities who are having many followers had created the opportunity for the businesspeople to engage them in promoting and selling the products. However, despite the growth of social media and the use of social media by businesspeople, there are not many studies on internet celebrities that affecting the purchase intention among the customers in Malaysia. Hence, the problem statement of this study is to investigate the characteristic affecting internet celebrities that will affect the purchase intention of the consumers. The research had been done by collecting feedback from 200 respondents from Generation Y. An online questionnaire with 5-Likert rating scales is used to collect the data. Convenient sampling techniques were used to collect the data. The result of the study indicated that source credibility and video characteristic are the most important factors in influencing purchase intention, however, physical attractiveness and interactivity are not going to influence purchase intention. This gives an insightful thought to marketers to request internet celebrities to produce more quality videos to attract viewer attention. In terms of source credibility, marketers need to find Internet celebrities who have a more credible image to sell the company products. The justifications for the rejected hypotheses were discussed in detail in the study. The research findings of this study give marketers and academics insightful thoughts on how Internet celebrities can influence the purchase intention of Generation Y today.

scholarly journals Who is Represented in the Teaching Commons?: SoTL Through the Lenses of the Arts and Humanities

2015 ◽  
Vol 6 (2) ◽  
Author(s):  
Michael K. Potter ◽  
Brad Wuetherick
Keyword(s):  
Teaching And Learning ◽  
Recent Book ◽  
Scholarship Of Teaching ◽  
Arts And Humanities ◽  
Current State ◽  
The Arts ◽  
The Social ◽  
Sciences Humaines ◽  
Le Canada ◽  
Sciences Sociales

As the community of Scholarship of Teaching and Learning (SoTL) scholars has flourished across Canada and around the world, there has been a growing sense among humanists that SoTL work has been dominated by the epistemologies, philosophies, and research methods of the social sciences. This is a view that has been supported by SoTL journal editors and resources dedicated to introducing faculty to SoTL. To quote Nancy Chick (2012) in a recent book on the current state of SoTL in the disciplines, “while many well-known SoTL leaders come from humanities backgrounds …, the on-the-ground work largely marginalizes the practices of their disciplines” (p. 15). The question then follows: “How does the apparent under-representation of (arts and) humanities-based disciplines affect expectations for SoTL, from norms for research design and methodology to the genre and style of its products?” (McKinney & Chick, 2010, p. 10). This paper, which frames the special issue looking at “SoTL through the lenses of the Arts and Humanities,” explores the difficulties with, and opportunities provided by, creating an inclusive teaching commons where the scholarly traditions of the arts and humanities are recognized for the value they bring to the SoTL research imaginary. Alors que la communauté des universitaires qui oeuvrent dans le domaine de l’avancement des connaissances en enseignement et en apprentissage (ACEA) s’est épanouie à travers le Canada et dans le monde, on constate l’éclosion d’un sentiment, parmi les humanistes, que le travail de l’ACEA a été dominé par les épistémologies, les philosophies et les méthodes de recherche des sciences sociales. C’est une opinion qui a été appuyée par les rédacteurs de revues sur l’ACEA et par les ressources consacrées à l’introduction des enseignants à l’ACEA. Pour citer Nancy Chick (2012) dans un livre récemment publié sur l’état actuel de l’ACEA dans diverses disciplines, « alors que de nombreux leaders éminents en matière d’ACEA proviennent des sciences humaines ..., le travail sur le terrain marginalise grandement les pratiques de leurs disciplines » (p. 15). Ce qui nous mène à la question suivante : « Comment l’apparente sous-représentation des disciplines du domaine des (arts et des) sciences humaines affecte-t-elle les attentes pour l’ACEA, allant des normes de recherche et de méthodologie au genre et au style de ses produits? » (McKinney & Chick, 2010, p. 10). Cet article, qui encadre le numéro spécial consacré à « L’ACEA à travers le prisme des arts et des sciences humaines », explore les difficultés qui existent à créer une commune d’enseignement inclusive ainsi que les opportunités créées par cette commune, où les traditions de recherche en arts et en sciences humaines sont reconnues pour la valeur qu’elles apportent à l’imaginaire de recherche de l’ACEA.

scholarly journals NATIVE ADVERTISING AS A PRIORITY WAY OF CONTENT STRATEGY MANAGEMENT

2019 ◽  
pp. 53-62
Author(s):  
Oleh Lehkyy ◽  
Oleksandra Martsinkovska
Keyword(s):  
Strategy Management ◽  
Digital Marketing ◽  
Web Pages ◽  
Method Of Calculation ◽  
Goods And Services ◽  
Current State ◽  
Strategic Goals ◽  
Content Strategy ◽  
Marketing Tool ◽  
Content Marketing

The following article outlines the current state of the management of communication channels usage on the Internet, especially the PPC (Pay Per Click) model of it; nowadays this process is characterized by the prevalence of the consumer value of messages, which occurs in the context of content marketing; in its turn, it is highlighted how content marketing initiatives compete with more traditional means (contextual and display advertising); modern principles and requirements of the content strategy of the company, based primarily on Google’s assessments recommendations and quality experience of the website visitor, are systematized, and they include the profile and authority of the author, specifications regarding video on web-pages, “Your Money Your Life” criteria (which focuses on goods and services that may influence many state or health of the consumer or visitor of the web-page), author’s reputation, and the criterion E-A-T (Expertise, Credibility, Reliability); the essence of native advertising as a new hybrid digital marketing tool that combines the consumer usefulness of the material and the commercial component of the advertisement module to achieve tactical (generating inbound traffic, increasing campaign reach) and strategic goals (applying the image and, in part, reminiscent marketing functions of this tool) are identified; the basic factors of success of native advertising in modern conditions of competition of information portals and content projects in social networks are highlighted; the method of calculation of the native advertising performance is suggested which includes several indicators to calculate the returns on the specific native advertising; tendencies of development of native advertising and ways of determining its effectiveness are outlined.

scholarly journals Modern Approaches to Formation of a Social Media Marketing Strategy

2021 ◽  
Vol 2 (517) ◽  
pp. 346-351
Author(s):  
P. O. Chemorda ◽  
◽  
N. V. Vasiutkina ◽  
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Social Media Marketing ◽  
Current State ◽  
The Social ◽  
The Face ◽  
Content Strategy ◽  
Marketing Tool ◽  
Use Of Social Media

The article explores modern approaches to formation of a social media marketing strategy, taking into account the dynamics of their development, peculiarities of functioning and possible goals that can be set by economic actors on the face of such a marketing segment. A modern view on the use of social media as a marketing tool is specified, the specific features and existing approaches to the formation of marketing strategies in this sphere are defined. The current state and specificity of social media for business, marketing and consumer behavior are studied and analyzed. A characterization of the existing approaches to the formation of a social media marketing strategy is provided. The main functions of social media marketing content are allocated and generalized, namely: audience search, engagement, coordination and cooperation, which should become the basis for building up an effective strategy. The peculiarities of each function in the context of their application by different enterprises for various purposes are considered; their specifics are defined and summarized. The specifics of social media marketing work in the context of choosing goals and means of interacting with the audience through content are analyzed, on the basis of which two main approaches to the formation of a content strategy for social media marketing, namely consumer and customer approaches, are summed up and classified. Their role, place and importance in forming the strategy of marketing interaction with consumers, partners and other users of social media are substantiated. A characterization of these approaches in the context of their goals, instruments and means is presented. Based on the carried out research, elements of the problem such as social media content marketing functions, their role in shaping social media strategy are generalized and classified; also generalized and allocated are the approaches to the formation of social media marketing. Based on this information, it is possible to take a more objective approach to the formation of the social media marketing strategy necessary for the goals of an enterprise, and on the basis of the drawn conclusions – to carry out further research in this direction.

Disability as a social phenomenon

2020 ◽  
pp. 22-38
Author(s):  
Natalia Guseva ◽  
Vitaliy Berdutin
Keyword(s):  
Social Protection ◽  
Russian Society ◽  
Stage Model ◽  
High Quality ◽  
Rehabilitation Programs ◽  
Current State ◽  
The Social ◽  
Consistent Solution ◽  
First Time

At present, the problem of establishing disability is a point at issue in Russia. Despite the fact that medical criteria for disability are being developed very actively, high-quality methods for assessing social hallmarks are still lacking. Since disability is a phenomenon inherent in any society, each state forms a social and economic policy for people with disabilities in accordance with its level of development, priorities and opportunities. We have proposed a three-stage model, which includes a system for the consistent solution of the main tasks aimed at studying the causes and consequences of the problems encountered today in the social protection of citizens with health problems. The article shows why the existing approaches to the determination of disability and rehabilitation programs do not correspond to the current state of Russian society and why a decrease in the rate of persons recognized as disabled for the first time does not indicate an improvement in the health of the population. The authors proposed a number of measures with a view to correcting the situation according to the results of the study.

A Comprehensive Analysis of Image Forensics Techniques: Challenges and future Direction

2019 ◽  
Vol 13 ◽  
Author(s):  
Mohd Dilshad Ansari ◽  
Ekbal Rashid ◽  
S Siva Skandha ◽  
Suneet Kumar Gupta
Keyword(s):  
Image Forensics ◽  
Digital Era ◽  
Current State ◽  
Benchmark Datasets ◽  
Passive Authentication ◽  
Prime Objective ◽  
Future Direction ◽  
Source Of Information ◽  
Research Domain ◽  
Open Issues

Background: image forensics deal with the problem of authentication of pictures or their origins. There are two types of forensics techniques namely active and passive. Passive forgery is also known as blind forensics technique. In passive forgery, copy-move (cloning) image forensics is most common forgery technique. In this approach, an object or region of a picture is copied and positioned somewhere else in the same image. Active method used watermarking to solve picture genuineness problem. It has limitations like human involvement or particularly equipped cameras. To overwhelm these limitations, numerous passive authentication approaches have been developed. Moreover, both approaches do not require any prior information about the picture. Objective: The prime objective of this survey is to provide an inclusive summary as well as recent advancement, challenges and future direction in image forensics. In Today’s digital era the digital pictures and videos are having great impact on our life as well as society, as they became the important source of information. Though earlier it was very difficult to doctor the picture, nowadays digital pictures can be doctored easily with the help of editing tools and internet. These practices make pictures as well as videos genuineness deceptive. Conclusion: This paper presents the current state-of- the-art of passive (cloning) image forensics techniques, challenges and future direction of this research domain. Further, the major open issues in developing a robust cloning image forensics detector with their performance are discussed. Lastly, the available benchmark datasets are also discussed

Marcel Mauss and the Turn to the Gift

2018 ◽  
Author(s):  
Rebecca Colesworthy
Keyword(s):  
Social Sciences ◽  
Experimental Writing ◽  
Market Society ◽  
The Arts ◽  
The Social ◽  
The Gift ◽  
New Material ◽  
Anglo American ◽  
Leonard Woolf

Chapter 1 takes a cue from recent anthropologists who have stressed the influence of Mauss’s socialism on his sociological work. Returning to Mauss’s The Gift, the chapter argues that what links his essay to the experimental writing of his literary contemporaries is not their shared fascination with the primitive, as other critics have suggested, but rather their shared investment in reimagining social possibilities within market society. Mauss was, as his biographer notes, an “Anglophile.” Shedding light on his admiration of British socialism and especially the work of Beatrice and Sidney Webb—friends of Virginia and Leonard Woolf—as well as competing usages of the language of “gifts” in the social sciences and the arts, the chapter ultimately provides a new material and conceptual framework for understanding the intersection of largely French gift theory and Anglo-American modernist writing.

Introduction

2018 ◽  
Author(s):  
Tim Lewens
Keyword(s):  
Social Sciences ◽  
Human Nature ◽  
Potential Functions ◽  
Human Psychology ◽  
Human Culture ◽  
The Third ◽  
Current State ◽  
Large Numbers ◽  
The Social ◽  
Compare And Contrast

Many evolutionary theorists have enthusiastically embraced human nature, but large numbers of evolutionists have also rejected it. It is also important to recognize the nuanced views on human nature that come from the side of the social sciences. This introduction provides an overview of the current state of the human nature debate, from the anti-essentialist consensus to the possibility of a Gray’s Anatomy of human psychology. Three potential functions for the notion of species nature are identified. The first is diagnostic, assigning an organism to the correct species. The second is species-comparative, allowing us to compare and contrast different species. The third function is contrastive, establishing human nature as a foil for human culture. The Introduction concludes with a brief synopsis of each chapter.

Conclusion

2017 ◽  
Author(s):  
Andrea Harris
Keyword(s):  
New York ◽  
Twentieth Century ◽  
New York City ◽  
Driving Force ◽  
George Balanchine ◽  
Current State ◽  
The Arts ◽  
History Of ◽  
Lincoln Center

The Conclusion briefly examines the current state of the New York City Ballet under the auspices of industrial billionaire David H. Koch at Lincoln Center. In so doing, it to introduces a series of questions, warranting still more exploration, about the rapid and profound evolution of the structure, funding, and role of the arts in America through the course of the twentieth century. It revisits the historiographical problem that drives Making Ballet American: the narrative that George Balanchine was the sole creative genius who finally created an “American” ballet. In contrast to that hagiography, the Conclusion reiterates the book’s major contribution: illuminating the historical construction of our received idea of American neoclassical ballet within a specific set of social, political, and cultural circumstances. The Conclusion stresses that the history of American neoclassicism must be seen as a complex narrative involving several authors and discourses and crossing national and disciplinary borders: a history in which Balanchine was not the driving force, but rather the outcome.

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