scholarly journals Athlete Brand Development in Social Media: Analysis of Students’ Attitudes

2021 ◽  
Vol 2 (121) ◽  
pp. 34-40
Author(s):  
Karolina Deliautaitė ◽  
Silvija Baubonytė ◽  
Inga Staškevičiūtė-Butienė ◽  
Irena Valantinė
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Athletic Performance ◽  
Sport Management ◽  
Causal Link ◽  
Media Analysis ◽  
Fundamental Aspect ◽  
Positioning Strategy ◽  
Students Attitudes ◽  
The Impact

Background. Athlete brand image management is one of the most popular topics of discussion in sport management right now. As professional sport has become a commercialised industry segment with more athletes involved, athletes are becoming promotional faces. Most professional athletes are involved in the use of social networks. There athletes actively demonstrate their personal lives, professional accents and advertise products. It is important to understand and analyse the impact of social networks on an athlete’s brand and ways to properly position themselves in social media. Using social networks, athletes are closer to fans and consumers than ever before. Based on and applying the Athlete Brand model developed by Arai (2010), this study aimed to investigate students’ attitudes towards athletes’ self-positioning on social networks. Methods. The study involved 367 students (151 men and 216 women) from three Lithuanian universities. The Arai (2010) questionnaire was used for the study. Statistical analysis of the data was performed using SPSS 26.0. Results. It has been found that athletes’ sports performance is statistically significant in the development of a professional athlete’s brand, it is the fundamental aspect that creates the initial status of athlete’s brand. Results showed that the strongest direct causal link was found between an athlete’s athletic performance and lifestyle. It was also found that very strong links, in the opinion of the respondents, were between the athletes’ communication and behaviours. Conclusions. When building an athlete’s brand, it is important to pay attention to three key components: athletic performance, attractive appearance, and marketable lifestyle. These three uses of an athlete’s brand can be explained by specific aspects of sports competitions or components of personal life. However, one of the most important factors in shaping a positive image of an athlete is athletic achievements. Practical implications. This study can provide a consistent consumer approach to key aspects, focusing on consumer attention in athlete positioning. This can help the athlete and marketers develop an appropriate personal branding and positioning strategy in social media, which will then broaden the circle of fans and strengthen the opinion of loyal fans. Athlete’s brand is a set of closely interrelated and fan-centred physical, functional, aesthetic, and emotional elements that sets athlete’s brand apart from competitors and creates financial benefits for the athlete. The brand creates benefits not only for the athlete, but also for the market participants around him/her (consumer/fan, commercial brand), which can be called the functions of the brand. Keywords: Athlete’s image, social network, brand relationship.  

Influence of social networks on business processes’ development

2020 ◽  
Vol 19 (12) ◽  
pp. 2225-2252
Author(s):  
E.V. Popov ◽  
V.L. Simonova ◽  
O.V. Komarova ◽  
S.S. Kaigorodova
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Business Models ◽  
Business Processes ◽  
Digital Economy ◽  
Theoretical Understanding ◽  
Sales Channels ◽  
A Value ◽  
The Impact

Subject. The emergence of new ways of interaction between sellers and buyers, the formation of new sales channels and product promotion based on the use of digital economy tools is at the heart of improving the business processes. Social networks became a tool for development; their rapid growth necessitates theoretical understanding and identification of potential application in enterprise's business process digitalization. Objectives. We explore the role of social media in the digitalization of business processes, systematize the impact of social networks on business processes of enterprises in the digital economy. Methods. The theoretical and methodological analysis of social networks as a tool for digitalization of company's business processes rests on the content analysis of domestic and foreign scientific studies, comparison, generalization and systematization. Results. We highlight the key effects of the impact of social networks on the business processes of the company; show that the digitalization of business processes should be considered in the context of a value-based approach, aimed at creating a value through the algorithmization of company operations. We determine that social networks are one of the most important tools for digitalization of company's business processes, as they have a high organizational and management potential. We also systematize the effects of social media on company's business processes. Conclusions. We present theoretical provisions of the impact of social networks on business processes of enterprises, which will enable to model and organize ideas about the development of digital ecosystems and the formation of business models.

scholarly journals Linked(In)g Sport Management Education with the Sport Industry: A Preliminary Study

2021 ◽  
Vol 13 (4) ◽  
pp. 2275
Author(s):  
Samuel López-Carril ◽  
Miguel Villamón ◽  
María Huertas González-Serrano
Keyword(s):  
Social Media ◽  
Sport Management ◽  
Management Education ◽  
Educational Innovation ◽  
Two Dimensions ◽  
Management Tools ◽  
Sport Industry ◽  
Post Test ◽  
Management Students ◽  
The Impact

Social media are one of the most valuable management tools used by sport managers in the fulfilment of their daily tasks. However, the studies that share and analyse the impact of educational experiences that incorporate social media into sport management education for professional purposes are scarce to date. Thus, this study presents an educational innovation piloted in a sport management course where LinkedIn—the social media most associated with the professional sphere—is introduced through an experiential learning methodology, as a driver of students’ career development and as a tool to keep up to date and interact with the sport industry. To assess the learning outcomes, a new scale was developed and tested. A total of 90 Spanish undergraduate sport management students (M = 22.71; SD = 3.84) participated in the study, partaking in a pre-test and a post-test. Regarding the results linked to the testing of the scale, the statistical analysis reflects the scale’s two-dimensional nature, explaining 68.78% of the variance, presenting good psychometric properties (α = 0.95). On the other hand, significant increases in all the scale items between the two measures were obtained, with large effects size in the two dimensions (Cohen’s d ≥ 0.80). Therefore, it is concluded that LinkedIn can help to develop the professional profile of sport management students, Linked(In)g what is taught in the classroom with what the sport industry demands.

scholarly journals I Know Where You Are Coming From: On the Impact of Social Media Sources on AI Model Performance (Student Abstract)

2020 ◽  
Vol 34 (10) ◽  
pp. 13971-13972
Author(s):  
Yang Qi ◽  
Farseev Aleksandr ◽  
Filchenkov Andrey
Keyword(s):  
Machine Learning ◽  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Model Performance ◽  
User Profiling ◽  
Personalized Recommendation ◽  
Modal Data ◽  
Social Media Networks ◽  
The Impact

Nowadays, social networks play a crucial role in human everyday life and no longer purely associated with spare time spending. In fact, instant communication with friends and colleagues has become an essential component of our daily interaction giving a raise of multiple new social network types emergence. By participating in such networks, individuals generate a multitude of data points that describe their activities from different perspectives and, for example, can be further used for applications such as personalized recommendation or user profiling. However, the impact of the different social media networks on machine learning model performance has not been studied comprehensively yet. Particularly, the literature on modeling multi-modal data from multiple social networks is relatively sparse, which had inspired us to take a deeper dive into the topic in this preliminary study. Specifically, in this work, we will study the performance of different machine learning models when being learned on multi-modal data from different social networks. Our initial experimental results reveal that social network choice impacts the performance and the proper selection of data source is crucial.

scholarly journals Role of Social Media in Radicalizing Protests in Thailand

2021 ◽  
pp. 192-203
Author(s):  
Irina N. Lipilina ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Constitutional Court ◽  
Digital Space ◽  
The Impact

Throughout 2020 youth protests did not stop in Thailand. They began as a reaction to the dissolution by the Constitutional Court of the New Future party, which is aimed at a youth audience. After the introduction of antiepidemiological restrictions street demonstrations stopped, but the activity of their participants shifted to social networks. In a digital space that is less subject to government censorship, the protest agenda has expanded and escalated significantly. As soon as the ban on demonstrations was lifted, the performances continued, but with more drastic demands, which were originally formulated on social networks. This article examines the impact of social media on the radicalization of youth protest in Thailand.

The Influence of Social Networks on the Choice of a University Brand by Generation Y

2021 ◽  
Vol 4 (62) ◽  
pp. 5-22
Author(s):  
Nargiza Aliyeva ◽  
Gaukhar Mukhamediyeva
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Equity ◽  
Generation Y ◽  
Word Of Mouth ◽  
Social Space ◽  
Electronic Word Of Mouth ◽  
The Impact ◽  
Positive Effect ◽  
University Brand

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

Computational Journalism Analysis on Young Adults' Body Images and Attitudes Toward Plastic Surgery

2021 ◽  
Vol 17 (4) ◽  
pp. 89-108
Author(s):  
Chutisant Kerdvibulvech ◽  
Pattaragun Wanishwattana
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Plastic Surgery ◽  
Online Survey ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Body Images ◽  
Negative Body Image ◽  
Self Perceptions ◽  
The Impact

Computational journalism, especially social media analysis, is a very popular field in computational science. This study was conducted to explore and analyze the impact of the intensity of the exposure to social media on young Thai adults' body images and attitudes toward plastic surgery. The purposive sampling method was used for choosing 250 young Thai men and women aged 21 to 40 who used Facebook and/or Instagram on a regular basis. Online survey questionnaires were posted on Facebook for one month to achieve the results. It was found that young Thai adults frequently and heavily used both social media. Having appearance pressure from and repeated social comparison with idealistic media images, a considerable number of participants displayed more negative self-perceptions and engaged in appearance-changing strategies through increased appearance investment. The results showed that the more these young adults were exposed to social media, the more they were likely to develop a negative body image of themselves, which later caused their attitude toward plastic surgery to be positive.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Is Social Media Marketing Really Working?

2014 ◽  
pp. 1260-1279 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Collective Intelligence in Online Education

2018 ◽  
pp. 285-305
Author(s):  
Lesley S. J. Farmer
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Education ◽  
Collective Intelligence ◽  
Cultural Factors ◽  
Interactive Mode ◽  
Educational Theories ◽  
Impact Of Technology ◽  
The Impact

Collective intelligence may be loosely defined as the capacity of a group to think, learn, and create collectively. Online education reflects an interactive mode relative to information, particularly because of social media, that can involve expertise and resources that generate collective intelligence to address issues. Several theories reflect a belief in the dynamic and situational meanings that collectives create. The impact of technology, particularly in terms of social networks, also informs collective intelligence-related educational theories. This chapter explains conditions for optimum use of collective intelligence, noting individual and group behaviors, cultural factors, and its application in online education.

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

2017 ◽  
pp. 132-170 ◽  
Author(s):  
Ze Zook ◽  
Ben Salmon
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Relational Model ◽  
Marketing Environment ◽  
The Social ◽  
Inherent Structure ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Media Ecosystem ◽  
The Impact

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

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