scholarly journals Common Language of New Era in Sport Clubs: Emojis

2021 ◽  
Vol 13 (1) ◽  
pp. 63
Author(s):  
Arif Yüce ◽  
Volkan Aydoğdu ◽  
Hakan Katırcı
Keyword(s):  
Social Media ◽  
Professional Sports ◽  
Marketing Strategies ◽  
New Era ◽  
Sports Clubs ◽  
Social Media Networks ◽  
Content Analysis Method ◽  
The Social ◽  
Sport Clubs ◽  
Almost All

<em><span>Defined as an easy and automated way of expressing emotions in the digital age, emojis are emerging as a new language in the social media world and sports clubs also. For sports clubs, it is of vital importance to communicate and establish effective relations with fans or followers. Hence, almost all professional sports clubs use social media and shape their social media accounts to interact with fans/followers and effectively maintain marketing communication efforts.</span></em><span> <em>The aim of this study was to determine the content of emoji usage in tweets of Turkish sports clubs (Besiktas JK, Fenerbahce SK, Galatasaray SK, Istanbul Başakşehir FK, Trabzonspor SK). Since Twitter is one of the most heavily used social media networks of sports clubs, so in this study was preferred</em>. <em>Content analysis method was used to examine emojis used by sports clubs. The study found that sports clubs use emojis that create positive and neutral connotations. Emojis used are heavily determined to be visuals depicting the colors and symbols of sports clubs. The study is the first to examine sports clubs' emojis used. Hence, the study included important results for the management of communication and marketing strategies of sports clubs on social media.</em></span>

scholarly journals Orthodontic marketing through social media networks: The patient and practitioner's perspective

2015 ◽  
Vol 85 (6) ◽  
pp. 1035-1041 ◽  
Author(s):  
Kristin L. Nelson ◽  
Bhavna Shroff ◽  
Al M. Best ◽  
Steven J. Lindauer
Keyword(s):  
Social Media ◽  
American Association ◽  
The United States ◽  
Marketing Strategies ◽  
Communication Tool ◽  
Social Media Networks ◽  
Adult Participants ◽  
The Social ◽  
Media Platform ◽  
Use Of Social Media

ABSTRACT Objective:  To (1) assess orthodontic patient and practitioner use of and preferences for social media and (2) investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. Materials and Methods:  A survey was developed and randomly distributed to orthodontists via the American Association of Orthodontists and to patients/parents via private practices throughout the United States. Participants were asked to answer questions related to their use of social media and their perceptions of the use of social media in the orthodontic practice. Results:  Of the participants, 76% of orthodontists and 89% of patients/parents use social media. Furthermore, Facebook was the social media platform that was most preferred. Social media use was more common in female and younger adult participants. Orthodontists posted information more often in the morning (40%) and afternoon (56%), and patients/parents used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practices were social media (76%) and a practice website (59%). Social media and practice websites were positively related with new patient starts (P  =  .0376, P  =  .0035, respectively). Conclusions:  Most orthodontists and patients/parents used social media. Social media may be an effective marketing and communication tool in an orthodontic practice.

Health Communication and Social Media

2021 ◽  
pp. 70-83
Author(s):  
Seyida Erkek
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Public Sector ◽  
Health Communication ◽  
Analysis Method ◽  
Social Media Networks ◽  
Content Analysis Method ◽  
The Social ◽  
Public Sector Health

Social media networks have become platforms that the private and also public sector health corporations use for communucating with their patients and also finding solutions for their needs. To establish a healthy health communucation in between the patients and the health organisations and facilities and also to cover the needs of patients to reach true information is very important. Because of this, the performers using the social media must be examined. In this study, the authors examine and study the targets and the communucation strategies of medicine companies by using the social media and also thier medicine specifications to make a harmony in between these organisatipons and their products. In this study, the content analysis method is used to examine the Facebook page of Pfizer company in September and October 2020 posts. As a result of this Facebook page study of the company, the authors saw that 50% of the posts are acknowlagments, 31% about treatments of illnesses, and the rest (19%) are greetings.

Exploring the imprint of social media networks on neighborhood community through the lens of gentrification

2017 ◽  
Vol 45 (3) ◽  
pp. 470-488 ◽  
Author(s):  
Joseph Gibbons ◽  
Atsushi Nara ◽  
Bruce Appleyard
Keyword(s):  
Social Media ◽  
Urban Communities ◽  
Urban Neighborhoods ◽  
Social Connections ◽  
Washington Dc ◽  
Group Level ◽  
Time Analysis ◽  
Social Media Networks ◽  
The Social ◽  
Interaction Measure

Gentrification, the rise of affluent socioeconomic populations in economically depressed urban neighborhoods, has been accused of disrupting community in these neighborhoods. Social media networks meanwhile have been recognized not only to create new communities in neighborhoods, but are also associated with gentrification. What relation then does gentrification and social media networks have to urban communities? To explore this question, this study uses social media networks found on Twitter to identify communities in Washington, DC. With space-time analysis of 821,095 geo-tagged tweets generated by 77,528 users captured from 15 October 2015 to 18 July 2016, we create a location-based interaction measure of tweets which overlays the social networks of the comprising users based on their followers and followees. We identify gentrifying neighborhoods with the 2000 Census and the 2010–2014 American Community Survey at the block group level. We then compare the density of location-based interactions between gentrifying and nongentrifying neighborhoods. We find that gentrification is significantly related to these location-based interactions. This suggests that gentrification indeed is associated with some communities in neighborhoods, though questions remain as to who has access. Making novel use of big data, these results demonstrate the important role built environment has on social connections forged “online.”

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

Mainstream Media as Amplifier

2014 ◽  
pp. 141-165
Keyword(s):  
Social Media ◽  
Social Impact ◽  
The Internet ◽  
Mainstream Media ◽  
Social Media Networks ◽  
The Social ◽  
Online Reputation ◽  
Usual Pattern

This chapter focuses on mainstream media as amplifier and how viral marketers can have greater social impact. For viral marketers to achieve a greater social impact, the ultimate goal is to have their ideaviruses enter traditional mainstream media – national or regional television networks and influential newspapers, which function as an amplifier for Internet mercenary marketing. A usual pattern is first to launch an ideavirus on the Internet, to make it brew, grow and spread along the social media networks so as to infect whoever is in its path. When it obtains a certain online “reputation,” it is a time to get the mainstream media involved. Once it is covered by the mainstream media, it would intensify the interest on the Internet in searching and sharing the story.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

scholarly journals FC Bayern München goes social – the value of social media for professional sports clubs

2017 ◽  
Vol 7 (2) ◽  
pp. 51-61
Author(s):  
Jochen Wulf ◽  
Matthias Söllner ◽  
Jan Marco Leimeister ◽  
Walter Brenner
Keyword(s):  
Social Media ◽  
Professional Sports ◽  
Sports Clubs

Selling all good: how small new entrants can compete

2016 ◽  
Vol 12 (3) ◽  
pp. 374-398 ◽  
Author(s):  
Eva Collins ◽  
Kate Kearins ◽  
Helen Tregidga ◽  
Stephen Bowden
Keyword(s):  
Social Media ◽  
New Zealand ◽  
Multinational Corporations ◽  
Marketing Strategies ◽  
Resource Constrained ◽  
Content Type ◽  
The Social ◽  
Marketing Tool ◽  
Available Information ◽  
Broad Level

Synopsis Chris Morrison and two partners introduced the first Fairtrade bananas in New Zealand in a bid to improve the social and environmental impacts of banana consumption. The trio started All Good Bananas in 2010. Using social media as a key marketing tool, the startup had grown to take a 5 percent market share in a fiercely competitive industry dominated by big players. In 2012, the entrepreneurs needed to decide the best way to increase sales of ethically sourced products under the All Good brand. Should they expand their share of the banana market or diversify into drinks? Research methodology The case is primarily based on tape-recorded interviews by the authors with the founding entrepreneur and three employees of All Good from May to July 2012 and an analysis of the company’s website and social media activities. Other publicly available information sources were drawn upon, and a discussion held with a New Zealand national grocery chain CEO. Relevant courses and levels This case has been written for use in classes in undergraduate and graduate level entrepreneurship, strategic management and sustainability. The case can be used to illustrate how very small resource-constrained startups can compete in an industry dominated by large multinational corporations, and how Fairtrade might provide a worthy differentiation focus. It is open to a consideration of judo economics. While several of the questions ask students to consider the New Zealand context in which this case is set, knowledge of New Zealand and the various industries beyond what is offered in the case is not necessary. Theoretical bases At a broad level the case illustrates how a small, resource-constrained startup can compete against much, much larger players through a niche Fairtrade product focus and the use of alternative marketing strategies such as guerrilla marketing and social media. In relation to the competitive dynamics within an industry, this case can be used to illustrate the concept of judo economics (also referred to as judo strategy). Both the utility and potential limits of judo economics can be demonstrated through the case by considering current activities and potential future dynamics.

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