MARKETING COMMUNICATION STRATEGIES OF THE ENTERPRISE IN THE CONDITIONS OF ECONOMY DIGITALIZATION

2018 ◽  
Author(s):  
Anastasiia Zerkal ◽  
◽  
Viktoriia Holomb ◽  
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Social Networking Sites ◽  
Positive Impact ◽  
Communication Strategies ◽  
Mobile Technologies ◽  
Customer Engagement ◽  
User Engagement ◽  
Marketing Communication ◽  
Internet Users

The article considers the peculiarities of the formation of marketing communication strategies of the enterprise in terms of digitalization of the economy. The main directions of mass media in the twentieth century are determined and the delimitation of modern social media is presented. The conditions of compliance of the website have been determined so that it can be considered as a part of web 2.0: the ability to independently contribute to the content of the site; User control of your own information and website design -interactive and useful. The influence of digital and mobile technologies on the peculiarities of users' communication, as well as their attitude to the interactivity of social networks is proved. The potential of social networks to support their brands, increase the customer base and promote goods and services of enterprises has been identified. It is determined that due to its popularity, social networking sites have had a significant impact on ways of social communication and as a result have changed the sales channels of enterprises. It is estimated that the number of people using social networks is growing very fast, and at the time of writing, more than 2.62 billion people are using social networking sites. The largest social networks were analyzed: Facebook, Pinterest, Twitter, LinkedIn, Instagram. Their features and advantages for both users and professional marketers of enterprises are determined. It is estimated that in 2021, 71% of the total number of Internet users were users of social networks, and this percentage is projected to increase. The most popular activity among Internet users is social networking, and it has a high level of user engagement, which has a positive impact on the sales of businesses that work with digital marketing tools. The ease and low cost of Internet marketing compared to conventional advertising has proven that businesses in all sectors of the economy can more effectively reach their target audience, and social networks help influence other potential customers, and allow businesses to get useful feedback on their product or service. Ultimately, this leads to improved products / services and customer engagement, ie improves the company's marketing communication strategies in today's digital economy.

How Do You “Like” My Style? Examining How Communication Style Influences Facebook Behaviors

2015 ◽  
Vol 8 (3) ◽  
pp. 276-292 ◽  
Author(s):  
Courtney Hodge ◽  
Joseph A. Pederson ◽  
Matthew Walker
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Communication Strategies ◽  
Personal Communication ◽  
Communication Style ◽  
Communication Styles ◽  
Marketing Communication ◽  
Sports Fans ◽  
Attitudes And Behaviors ◽  
User Attitudes

Given the increasing popularity of social-networking sites, it is extremely important for brand managers involved with Internet-based communication platforms to evaluate whether their communication strategies are positively influencing user attitudes and behaviors toward their brands. This article aims to address this need by investigating how sports fans respond to various marketing communication styles via Facebook posts. Using a case-manipulation design, this study empirically examines the relation among communication styles and individual willingness to engage in 4 common Facebook behaviors (i.e., “comment,” “like,” “share,” and “RSVP”). The results indicate that a personal communication style enhanced individual willingness to “comment” on Facebook posts, while the colorful style enhanced individual willingness to “like” and “RSVP” to Facebook events.

Nadmierne korzystanie z sieci społecznościowych przez młodzieŜ szkolną – charakterystyka zjawiska

1970 ◽  
pp. 237-260
Author(s):  
Jolanta Jarczyńska
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Social Networking ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
School Students ◽  
Multiple Functions ◽  
Internet Users ◽  
The World ◽  
Basic Concepts

Social networking sites (SNS), popularly called portals, are sites that combine multiple functions. Users might communicate by SNS with their friends, share photos and movies or participate in groups. SNS satisfy their users’ needs such as the need to connect or to self-present. These functions of SNS make them attractive. It is not surprising, therefore, that in recent years there has been an increasing number of people, especially young ones, using social networking sites. Facebook (FB)is the most popular social network in the world. Statistics carried out by FB indicate a rapid increase in the number of Internet users who make use of this particular social networking site. The article presents the characteristics of the phenomenon of school students’ excessive use of social networking sites. It defines the basic concepts, describes the diagnostic criteria for abuse of social networking sites and theories to explain this behavior. It shows the loss and benefits of excessive use of social networks and presents tools used in research to measure school students’ excessive use ofsocial networking sites.

scholarly journals Policy gaps and technological deficiencies in social networking environments: Implications for information sharing

2013 ◽  
Vol 15 (1) ◽  
Author(s):  
Stephen M. Mutula
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Business Education ◽  
Social Networking Sites ◽  
Internet Security ◽  
Literature Survey ◽  
Digital Networks ◽  
Education Politics ◽  
The Social ◽  
User Trust

Background: With the growing adoption and acceptance of social networking, there are increased concerns about the violation of the users’ legitimate rights such as privacy, confidentiality, trust, security, safety, content ownership, content accuracy, integrity, access and accessibility to computer and digital networks amongst others.Objectives: The study sought to investigate the following research objectives to: (1) describe the types of social networks, (2) examine global penetration of the social networks, (3) outline the users’ legitimate rights that must be protected in the social networking sites (SNS), (4) determine the methods employed by SNS to protect the users’ legitimate rights and (5) identify the policy gaps and technological deficiencies in the protection of the users’ legitimate rights in the SNS.Method: A literature survey and content analysis of the SNS user policies were used to address objective four and objective five respectively.Results: The most actively used sites were Facebook and Twitter. Asian markets were leading in participation and in creating content than any other region. Business, education, politics and governance sectors were actively using social networking sites. Social networking sites relied upon user trust and internet security features which however, were inefficient and inadequate.Conclusion: Whilst SNS were impacting people of varying ages and of various professional persuasions, there were increased concerns about the violation and infringement of the users’ legitimate rights. Reliance on user trust and technological security features SNS to protect the users’ legitimate rights seemed ineffectual and inadequate.

scholarly journals Polemik Ahmadiyah Di Media Online: Studi pada Weblog Interaktif Kompasiana

2016 ◽  
Vol 10 (2) ◽  
pp. 173-198
Author(s):  
Gun Gun Heryanto
Keyword(s):  
Human Rights ◽  
Focus Group ◽  
New Media ◽  
Public Sphere ◽  
Social Networking ◽  
Social Networking Sites ◽  
Communication Channel ◽  
Group Discussion ◽  
Internet Users ◽  
New Public

Internet as a new media is a communication channel that can be a new public sphere. Especially after the migration of web 1.0 to web 2.0, internet users are connected to many social networking sites and interactive weblog to share informations, ideas and thought. It also allows the debate surrounding the Ahmadiyya get space between netizens. Polemic about Ahmadiyya no longer solely a matter of aqidah as a matter of prophecy, al Mahdi and al Masih, revelation, caliphate and jihad but also a matter of Human Rights (HAM) and the law. We need to map out the themes of the talk surrounding the Ahmadiyya among internet users as well as the need to know the context and dynamics of the evolving discourse on new media. This study traced 100 posts written by Internet users in Kompasiana during 2008-2012 as well as the data from the focus group discussion (FGD) with Kompasianer.

scholarly journals Integrated approach to detect spam in social media networks using hybrid features

2019 ◽  
Vol 9 (1) ◽  
pp. 562 ◽  
Author(s):  
Kurapati Subba Reddy ◽  
E. Srinivasa Reddy
Keyword(s):  
Social Networking ◽  
Online Social Networks ◽  
Social Networking Sites ◽  
Hybrid Approach ◽  
Technical Information ◽  
Integrated Approach ◽  
Classification Model ◽  
Hybrid Features ◽  
Detection Techniques ◽  
Internet Users

<p>Online social networking sites are becoming more popular amongst Internet users. The Internet users spend some amount of time on popular social networking sites like Facebook, Twitter and LinkedIn etc. Online social networks are considered to be much useful tool to the society used by Internet lovers to communicate and transmit information. These social networking platforms are useful to share information, opinions and ideas, make new friends, and create new friend groups. Social networking sites provide large amount of technical information to the users. This large amount of information in social networking sites attracts cyber criminals to misuse these sites information. These users create their own accounts and spread vulnerable information to the genuine users. This information may be advertising some product, send some malicious links etc to disturb the natural users on social sites. Spammer detection is a major problem now days in social networking sites. Previous spam detection techniques use different set of features to classify spam and non spam users. In this paper we proposed a hybrid approach which uses content based and user based features for identification of spam on Twitter network. In this hybrid approach we used decision tree induction algorithm and Bayesian network algorithm to construct a classification model. We have analysed the proposed technique on twitter dataset. Our analysis shows that our proposed methodology is better than some other existing techniques.</p>

Perception and Uses of Social Networking Sites by Undergraduate Students in Niger Delta University, Wilberforce Island, Bayelsa State, Nigeria

2019 ◽  
Vol 9 (2) ◽  
pp. 5-9
Author(s):  
Posigha Bassil Ebiwolate ◽  
Ojohwoh Rose
Keyword(s):  
Social Networking ◽  
Undergraduate Students ◽  
Social Networking Sites ◽  
Niger Delta ◽  
Positive Impact ◽  
Social Relation ◽  
Learning Activities ◽  
Academic Learning ◽  
Descriptive Research ◽  
The Impact

This study investigates the perception and use of social networking sites among undergraduate students in Niger Delta University, Wilberforce Island, Bayelsa State, Nigeria. The main purpose of the study is ascertained the popularly used SNS, the purpose of using the SNSs, the perception of students towards SNSs and identity the impact of the use of SNSs by the undergraduate students. The study adopted descriptive research. The population of the study is 300 registered undergraduate students of Niger Delta University Library. Questionnaire was used to collected data. The result shows that Facebook, Google and WhatsApp are the popularly used social networking sites. Social relation, academic learning activities, sharing of information, etc. are the purpose of using social networking sites. The findings also revealed positive perception towards the use of social networking sites and, positive impact of using social networking sites. Arising from the findings some recommendations were made.

Empirical Study of Cyber Harassment among Social Networks

2014 ◽  
pp. 1717-1730
Author(s):  
Joanne Kuzma
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Electronic Media ◽  
Protective Measures ◽  
Cyber Harassment ◽  
The Social ◽  
Negative Effect ◽  
Communication Methods

The growth of Online Social Networking sites has brought new services and communication methods to consumers. However, along with benefits, serious problems such as online cyber harassment have recently come to the forefront of the electronic media. This behavior can have significant negative effect on individuals, businesses and the social networks. Some sites have begun to provide some levels of protection and create specific anti-harassment policies in their terms of service along with implementing protection technologies. However, these protective measures are not consistent among social media, leaving some consumers at greater risk. This study analyzed 60 worldwide social sites and determined the level of cyber-harassment protection. It reviewed statistical differences among geographical-based social networks. The results showed significant gaps among various social networks, but suggests methods for improving consumer safeguards to provide consistent levels of protection.

Social Networking and Trust

2011 ◽  
pp. 32-41
Author(s):  
Vladlena Benson
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Online Social Networks ◽  
Social Networking Sites ◽  
Cyber Threats ◽  
Current State ◽  
Trust Formation ◽  
Threat Mitigation ◽  
Silver Bullet ◽  
Insight Into

Based on the literature review of the theory of trust, this chapter aims to provide an insight into trust formation on social networking sites (SNS). An overview of the current state of cybercrime and known ways of threat mitigation helps shed some light on the reasons why social networks became easy targets for Internet criminals. Increasingly, personalisation is seen as a method for counteracting attacks perpetrated via phishing messages. This chapter aims to look specifically at trust in online social networks and how it influences vulnerability of users towards cybercrime. The chapter poses a question whether personalisation is the silver bullet to combat cyber threats on social networks. Further research directions are discussed.

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