scholarly journals Strategies for Luxury Fashion Brands' Targeting the Young Audience

2017 ◽  
pp. 121-157
Author(s):  
Carmen Moreno-Gavara ◽  
Ana Jiménez-Zarco
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Young People ◽  
Consumer Behaviour ◽  
Brand Strategy ◽  
The Internet ◽  
South Korean ◽  
High Level ◽  
Entertainment Products

The purpose of this chapter is to analyse luxury fashion brands' interactions with consumers, especially on social media. In this sense, we firstly propose a hypothesis relative to how luxury fashion brands can use celebrities (in general, and particularly music and TV idols) and social media to influence on young consumer behaviour. Lately, we try to response this question through a case study based on one of the most South Korean luxury fashion brands. Using members of social media has been a constant in brand strategy. Especially when targeting the young audience. They big consumers and fans of music and audio-visual entertainment products, show a high level of loyalty. This leads them to copy the behaviour and consumption of the same products and brands of their idols. They are big users of social media and the Internet, where they express their feelings, experiences and opinions about their music idols as well as the brands and products they use. This being the case, technology offers empowerment to young people. This allows them not only access to more information but allows the possibility to create their own new content. Thus both roles are important regarding branding. We can use the example of how Korean luxury fashion brands and how they use young music idols to establish a strong emotional relationship with their consumers. They do this by increasing their participation and involvement with their brands in social networks.

Strategies for Luxury Fashion Brands' Targeting the Young Audience

2016 ◽  
pp. 155-192
Author(s):  
Carmen Moreno-Gavara ◽  
Ana Jiménez-Zarco
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Young People ◽  
Consumer Behaviour ◽  
Brand Strategy ◽  
The Internet ◽  
South Korean ◽  
High Level ◽  
Entertainment Products

The purpose of this chapter is to analyse luxury fashion brands' interactions with consumers, especially on social media. In this sense, we firstly propose a hypothesis relative to how luxury fashion brands can use celebrities (in general, and particularly music and TV idols) and social media to influence on young consumer behaviour. Lately, we try to response this question through a case study based on one of the most South Korean luxury fashion brands. Using members of social media has been a constant in brand strategy. Especially when targeting the young audience. They big consumers and fans of music and audio-visual entertainment products, show a high level of loyalty. This leads them to copy the behaviour and consumption of the same products and brands of their idols. They are big users of social media and the Internet, where they express their feelings, experiences and opinions about their music idols as well as the brands and products they use. This being the case, technology offers empowerment to young people. This allows them not only access to more information but allows the possibility to create their own new content. Thus both roles are important regarding branding. We can use the example of how Korean luxury fashion brands and how they use young music idols to establish a strong emotional relationship with their consumers. They do this by increasing their participation and involvement with their brands in social networks.

scholarly journals USE OF VOCATIONAL TRAINING OF SOCIAL NETWORKS AND EDUCATIONAL PLATFORMS IN TRAINING OF TEACHERS

2021 ◽  
Vol 1 (194) ◽  
pp. 229-233
Author(s):  
Eugene Semenov ◽  
Keyword(s):  
Social Networks ◽  
Distance Education ◽  
Young People ◽  
Youth Development ◽  
Education System ◽  
Educational Process ◽  
The Internet ◽  
Online Information ◽  
Classical Education ◽  
High Level

The article presents an analysis of the results of pedagogical research on the level of introduction of social networks and educational platforms in the educational process, trust in information disseminated by social networks, critical analysis, penetration of communication tools into everyday life of modern youth development of domestic distance learning tools. During February-December 2020, among students and teachers of Vinnytsia Mykhailo Kotsyubynsky Pedagogical University, on the eve of the introduction of quarantine in Ukraine, an anonymous survey was conducted. The purpose of the survey was to obtain information about the level of involvement in the daily lives of students and teachers of modern digital technologies, to identify priority social platforms that are most often used, the effectiveness of modern Internet technologies in the educational process. In our opinion, distance education cannot replace the traditional, classical education system. However, this does not mean that we should neglect the opportunities offered by the development of various technologies. This survey once again showed the extent of interaction of survey participants with various social networks, platforms (49% of young people said they are registered in four different social networks), that each of its participants personally owns a variety of devices that allow you to work with the Internet, interact with a variety of online information platforms. The survey revealed a high level of trust among young people in information that comes from various social networks and information sites. Identified the threat that young people do not check whether the information they receive from the Internet is insufficiently verified. In conclusion, it is suggested to introduce a special course, which will reveal certain dangerous aspects of the online environment, reveal the technology of manipulating human consciousness, and so on. In our opinion, distance education cannot replace the traditional, classical education system. However, this does not mean that we should neglect the opportunities offered by the development of various technologies. This survey once again showed the extent of interaction of respondents with various social networks, platforms (49% of young people said they are registered in four different social networks), that each of its participants has a personal ownership of various devices that allow you to work with the Internet, interact with a variety of online information platforms. The survey revealed a high level of trust among young people in information that comes from various social networks and information sites. Identified the threat that young people do not check whether the information they receive from the Internet is insufficiently verified.

Social media and the social movements in the Middle East and North Africa

2013 ◽  
Vol 26 (1) ◽  
pp. 28-49 ◽  
Author(s):  
Farid Shirazi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Middle East ◽  
Critical Discourse Analysis ◽  
Critical Discourse ◽  
The Internet ◽  
Mena Region ◽  
Content Type

PurposeThe purpose of this paper is to investigate the role of social media in communication discourse in the Islamic Middle East and North African (MENA) countries.Design/methodology/approachBy applying the theory of social networks and a method known as critical discourse analysis (CDA) this study investigates the role of social media in the recent waves of popular unrest in the MENA region.FindingsThis study finds that social media not only played an important role in citizens’ participation in communication discourse and mobilization, but also that these media activities intensified in part because of the authorities’ failing rationales against protesters, as shown in the four‐part CDA validity test.Research limitations/implicationsThis study is limited to a particular time frame covering the recent democratic discourse in the MENA region for the period 2009‐2011. While this research is limited to the case study of the MENA region, the author believes that lessons learned from this case study can be applied to other developing countries across the globe.Practical implicationsSocial media tools available via the internet have provided web users across the globe effective tools and services to share and disseminate information by interactively collaborating with each other in digital communities through blogs, social networking and video sharing sites. In this context, social networks are considered to be effective media for communication discourse. The intensive use of social media networks among citizens’ of the MENA region indicate that the internet has the potential to be a multivocal platform through which silenced and marginalized groups can have their voices heard.Originality/valueWhile the existing literature focuses largely on deploying Habermasian critical discourse analysis to media discourse within the context of democratic and well developed nations, this paper presents one of the few studies that extends the CDA method to non‐democratic countries. As such it contributes to the existing knowledge and understanding of the mobilizing effects of social media in communication discourse.

scholarly journals GENDER FEATURES OF YOUTH'S SENSITIVITY TO THE DESTRUCTIVE INFLUENCE OF SOCIAL INTERNET NETWORKS

2021 ◽  
pp. 250-253
Author(s):  
Natalia Markova
Keyword(s):  
Social Networks ◽  
Young People ◽  
Negative Impact ◽  
Negative Influence ◽  
Main Trend ◽  
The Internet ◽  
Insignificant Difference ◽  
Gender Characteristics ◽  
High Level ◽  
Internet Networks

The rapid growth in the number of users of social networks is the main trend of the modern information society. Unfortunately, information on social media is not always positive. The Internet is increasingly turning into a channel for negative influence on minors, educating them in a spirit of permissiveness and licentiousness, deforming their moral consciousness, contributing to victimization, marginalization and criminalization. And young people, due to their psychological and age characteristics, are sensitive to destructive virtual influences. Therefore, the purpose of the article is to identify and characterize the gender characteristics of the behavior of young people on social Internet networks, and their susceptibility to destructive influences. To achieve the goal of the study, methods of analysis, generalization and systematization of information were used on 58 (29 boys and 29 girls) pages of social network users from among students; conversations and testing to determine susceptibility to destructive influences. The results obtained in the course of the study showed an insignificant difference in the behavior of boys and girls on the Internet and their susceptibility to destructive influences. Young men have a lower level of suggestibility and more criticality to the information received, which makes them difficult objects for destructive influence. The author suggested that young people with a low level of manipulative behavior and a high level of suggestibility are more susceptible to destructive influence, including from the Internet. The author concludes that in order to neutralize the destructive influence of virtual networks in the process of social work in young people, it is necessary to form a number of competencies in the field of media-safe behavior and, above all, sustainable criticality to the negative impact of the destructive segments of modern social networks through a conscious attitude to the information coming from them.

Infobotting COVID-19: A case study of Ask Nameesa in Egypt

2021 ◽  
Vol 13 (3) ◽  
pp. 451-476 ◽  
Author(s):  
Mona Khattab
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Information Literacy ◽  
The Internet ◽  
User Engagement ◽  
Interactive Engagement ◽  
Award Winning ◽  
Credible Information ◽  
Public Demand

With the outbreak of the COVID-19 pandemic, misinformation and unscientific interpretations flooded the internet. Seeking credible information in Egypt was paramount at the time. An answer to this quest was ‘Ask Nameesa’, an award-winning Egyptian-focused chatbot that utilizes Facebook Messenger to communicate with social media users in an individualized response engagement. It relies on information validated by WHO and the Egyptian Ministry of Health. This article examines the structure of Ask Nameesa as an example of infobots and studies the interactive engagement it offers users to provide health information. The study analyses data gathered by interviewing the founder and CEO of DXwand, the company that developed Ask Nameesa as well as content analysis of conversations with Ask Nameesa to assess its user engagement. The study aims at understanding the potential Ask Nameesa has in providing information literacy and tackling public demand for information.

Video Advertising: Connection and differences between consumers?

2021 ◽  
Vol 3 (1) ◽  
pp. 14-25
Author(s):  
Sónia Ferreira ◽  
Sara Santos ◽  
Pedro Espírito Santo
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Literature Review ◽  
Conceptual Model ◽  
The Internet ◽  
Internet Search ◽  
Video Advertising ◽  
Social Media Engagement

The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, self-connection and advertising stimulation. Through literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation.

scholarly journals HEUTAGOGY IN THE COURSE OF PESANTREN EDUCATION (CASE STUDY AT PESANTREN SALAF AL-LUQMANIYYAH)

2019 ◽  
Vol 3 (1) ◽  
pp. 66-79
Author(s):  
Munganatl Khoeriyah
Keyword(s):  
Social Media ◽  
Boarding School ◽  
Qualitative Approach ◽  
School Education ◽  
Islamic Education ◽  
The Internet ◽  
Learning Method ◽  
Community Needs ◽  
Study Materials

Pesantren, the Islamic boarding school, is the oldest Islamic education in Indonesia and is constantly undergoing changes from time to time. This research uses the qualitative approach. This study aims to describe the application of the heutagogy method in the growth of pesantren education. The results of this study indicate that the Al-Luqmaniyyah salaf Boarding School has already applied the heutagogy learning method, it means that pesantren education precedes the Westerners in terms of its utilization. Through the study and discussion of Kitab Kuning (yellow-colored textbooks about Islamic knowledge), students determine their systems, study materials, and problems to find a solution. Sources of learning for students are not only limited by the Kitab Kuning, but students can also have access through the internet, online books and applications with trusted sources. PSDS is responsible for managing the talents and interests of the santri (a term used in Pesantren to call an apprentice), as well as training santri skills by making films, recording, creativity, writing, making advertisements, making interesting contents on social media. LP2M Al-Luqmaniyyah with its various divisions is required to channel and facilitate what the community needs from the students as they can also learn from the community it self. Keywords: Heutagogy, Islamic boarding school education.

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.

scholarly journals Da’wah of Digital Era Applicative Study: Qs. An-Nahl: 125 on Millennial Generation

2019 ◽  
Vol 2 (2) ◽  
pp. 380-391
Author(s):  
Muhammad Raihan Nasution
Keyword(s):  
Social Media ◽  
Young People ◽  
New Media ◽  
Communication Technology ◽  
The Internet ◽  
Research Approach ◽  
Digital Era ◽  
Library Research ◽  
The Media ◽  
Getting Lost

In this digital era, young people are very vulnerable to negative things, therefore Islam as a religion which is rahmatan lil alamin, must take appropriate and fast actions to save young generations of Islam from getting lost in the darkness of cyberspace life. This article is prepared with a library research approach by conducting a literature review and collecting data from various sources and subsequently, the data is analyzed descriptively by presenting facts or findings which are then theoretically reviewed. Therefore da’wah of digital era really must use the media, especially new media. The development of communication technology has changed the way people communicate and interact. Nowadays, almost everyone uses the internet to send, search, and read information. Therefore, the Qur’an Surah An-Nahl: 125 offering da'wah methods of digital era have to be able to attract sympathetic Millennials, presenting representative, interactive and innovative da'wah methods through social media is the best way to save the young generations of Islam in the future.

scholarly journals Terrorist Speech under Bills C-51 and C-59 and the Othman Hamdan Case: The Continued Incoherence of Canada’s Approach

2019 ◽  
pp. 203
Author(s):  
Kent Roach
Keyword(s):  
Social Media ◽  
Hate Speech ◽  
Criminal Code ◽  
Immigration Law ◽  
The Internet ◽  
Media Companies ◽  
Violent Extremism ◽  
Fundamental Freedoms

It is argued that neither the approach taken to terrorist speech in Bill C-51 nor Bill C-59 is satisfactory. A case study of the Othman Hamdan case, including his calls on the Internet for “lone wolves” “swiftly to activate,” is featured, along with the use of immigration law after his acquittal for counselling murder and other crimes. Hamdan’s acquittal suggests that the new Bill C-59 terrorist speech offence and take-down powers based on counselling terrorism offences without specifying a particular terrorism offence may not reach Hamdan’s Internet postings. One coherent response would be to repeal terrorist speech offences while making greater use of court-ordered take-downs of speech on the Internet and programs to counter violent extremism. Another coherent response would be to criminalize the promotion and advocacy of terrorist activities (as opposed to terrorist offences in general in Bill C-51 or terrorism offences without identifying a specific terrorist offence in Bill C-59) and provide for defences designed to protect fundamental freedoms such as those under section 319(3) of the Criminal Code that apply to hate speech. Unfortunately, neither Bill C-51 nor Bill C-59 pursues either of these options. The result is that speech such as Hamdan’s will continue to be subject to the vagaries of take-downs by social media companies and immigration law.

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