Managing the Engagement of Sustainable Tourism in Natural Protected Areas Through Social Media

2018 ◽  
pp. 201-218
Author(s):  
Federico Galán-Valdivieso ◽  
Juana Alonso-Cañadas ◽  
Laura Saraite-Sariene ◽  
Carmen Caba-Pérez
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Protected Areas ◽  
Sustainable Tourism ◽  
Customer Engagement ◽  
Natural Protected Areas ◽  
Rural Economies ◽  
Protected Natural Areas ◽  
Facebook Pages ◽  
The Impact

Tourism in protected natural areas is one of the main economic drivers of rural economies in Europe, and Spain is the European country with the highest number of protected areas awarded as sustainable destinations by the European Charter for Sustainable Tourism in Protected Areas. The involvement of both local businesses and tourists is vital to the effective management of sustainable tourism, and social media is increasingly becoming a relevant tool to this task. Taking these considerations into account, this chapter has two goals: first is to examine the online activities performed by tourists in Facebook pages of local tourist businesses, aiming to enhance customer engagement with sustainable tourism; second is to perform a comparative analysis on the impact and degree of engagement achieved of firms from different Spanish regions. Findings will contribute significantly to our understanding of the influence of social media in fostering citizen engagement with sustainable tourism.

The Impact of Social Media on Customer Engagement with U.S. Banks

2017 ◽  
pp. 154-172 ◽  
Author(s):  
Arturo Haro-de-Rosario ◽  
Laura Saraite ◽  
Alejandro Sáez-Martin ◽  
María del Carmen Caba-Pérez
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Federal Reserve ◽  
Banking Sector ◽  
Customer Engagement ◽  
Citizen Engagement ◽  
Member Bank ◽  
The Impact ◽  
The U.S

This chapter has two main aims. First, to investigate the Facebook practices used in the U.S. banking sector with the aim of enhancing customer engagement; second, to perform a comparative analysis of the use of Facebook in this respect, among different U.S. banks. In this comparative analysis, we apply the Federal Reserve charter classification (Nationally chartered member bank, State-chartered member bank and State-chartered nonmember bank). The findings of this study contribute significantly to our understanding of the influence of social media in enhancing customer engagement. Banks, and their community managers in particular, can make use of the conclusions drawn in this study to develop future strategies to foster citizen engagement via Facebook.

Bilingual brand communities? Strategies for targeting Hispanics on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dino A. Villegas ◽  
Alejandra Marin Marin
Keyword(s):  
Social Media ◽  
Cultural Identity ◽  
Customer Engagement ◽  
Content Type ◽  
Online Spaces ◽  
The Usa ◽  
Social Media Platforms ◽  
Four Levels ◽  
Facebook Pages ◽  
The Impact

Purpose This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural country like the USA. Design/methodology/approach This study uses a netnographic approach by drawing information from a study of the Facebook pages of 11 brands belonging to different industries. Findings Companies engage in four levels of cultural identity adaptation using different strategies based on ethnicity: language adaptation, identity elements, identity matching and Latino persona. The study also shows that merely translating Facebook pages do not generate high levels of communitarian interaction. Practical implications This study examines different strategies used by brands in the USA to target the Hispanic audience on social media to provide insights for brand managers to develop online engagement. Originality/value With the increase in cultural diversity in different countries and the rise of social media platforms, brand researchers need to better understand how cultural identity permeates marketing strategies in online spaces. Social media platforms such as Facebook offer flexible environments where strategies beyond product- and brand-related aspects can be used. This study extends the literature by showing the heterogeneity of cultural identity-based strategies used by companies to ensure customer engagement and brand loyalty and the impact of such strategies on users.

The Impact of Social Media on Customer Engagement With U.S. Banks

2018 ◽  
pp. 774-788
Author(s):  
Arturo Haro-de-Rosario ◽  
Laura Saraite ◽  
Alejandro Sáez-Martin ◽  
María del Carmen Caba-Pérez
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Federal Reserve ◽  
Banking Sector ◽  
Customer Engagement ◽  
Citizen Engagement ◽  
Member Bank ◽  
The Impact ◽  
The U.S

This chapter has two main aims. First, to investigate the Facebook practices used in the U.S. banking sector with the aim of enhancing customer engagement; second, to perform a comparative analysis of the use of Facebook in this respect, among different U.S. banks. In this comparative analysis, we apply the Federal Reserve charter classification (Nationally chartered member bank, State-chartered member bank and State-chartered nonmember bank). The findings of this study contribute significantly to our understanding of the influence of social media in enhancing customer engagement. Banks, and their community managers in particular, can make use of the conclusions drawn in this study to develop future strategies to foster citizen engagement via Facebook.

(A review) Atlas of especially protected natural areas of Saint Petersburg / Ed. in chief V. N. Khramtsov, T. V. Kovaleva, N. Yu. Natsvaladze. St. Petersburg, 2013. 176 p.

2014 ◽  
pp. 124-129
Author(s):  
Z. V. Karamysheva
Keyword(s):  
Protected Areas ◽  
Large Scale ◽  
Natural Areas ◽  
Natural Protected Areas ◽  
Saint Petersburg ◽  
Natural Processes ◽  
Original Illustrations ◽  
Vegetation Maps ◽  
Protected Natural Areas

The review contains detailed description of the «Atlas of especially protected natural areas of Saint Petersburg» published in 2013. This publication presents the results of long-term studies of 12 natural protected areas made by a large research team in the years from 2002 to 2013 (see References). The Atlas contains a large number of the historical maps, new satellite images, the original illustrations, detailed texts on the nature of protected areas, summary tables of rare species of vascular plants, fungi and vertebrates recorded in these areas. Special attention is paid to the principles of thematic large-scale mapping. The landscape maps, the vegetation maps as well as the maps of natural processes in landscapes are included. Reviewed Atlas deserves the highest praise.

scholarly journals Imported feminism: problematizing the Westernized image of the feminist in Arab social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ramy Magdy ◽  
Maries Mikhael ◽  
Yassmine G. Hussein
Keyword(s):  
Social Media ◽  
New Media ◽  
Real Time ◽  
Arab Women ◽  
Content Type ◽  
Second Wave Feminism ◽  
Women Experiences ◽  
Facebook Pages ◽  
The Impact ◽  
Second Wave

Purpose This paper aims to analyze the discourse of Arab feminism social media pages as a form of real-time new media. This is to be conducted culturally to understand the Westernized character these pages tend to propagate and the politico-cultural significations of such a propagation. Design/methodology/approach Using visual and content analysis the paper analyzes both the written and visual contents of two popular Arab feminist Facebook pages, “Thory” and “Feminist doodles” to explore its culture relevance/Westernization via the categories of “re-employing the binary second wave feminism, the historical relevance and the Westernized tone of both pages. Findings The pages showed a tendency toward second wave, Westernized, anti-orient feminism. Such importation of feminism made the pages’ message not only a bit irrelevant but also conceptually violent to a large extent. Starting from alien contexts, the two pages dislocate the Arab women experiences of their situation for the sake of comprehending and adapting to heavily Westernized images. Originality/value The paper contributes to the ongoing debate over the gender issue in the Arab context after 2011, what it originally offers is discussing the cultural relevance of popular feminist Facebook pages claiming to represent the everyday struggles of the Arab women. In addition, it shows the impact of real-time media on identity formulation.

scholarly journals Influência de programas mundiais na sustentabilidade do turismo em áreas protegidas da região metropolitana da Baixada Santista (SP)

2016 ◽  
Vol 9 (1) ◽  
Author(s):  
Reinaldo Miranda Sá Teles ◽  
Silvia Maria Bellato Nogueira
Keyword(s):  
Protected Areas ◽  
Biological Diversity ◽  
Sustainable Tourism ◽  
Action Planning ◽  
Sao Paulo ◽  
Metropolitan Region ◽  
São Paulo ◽  
Natural Areas ◽  
Planning And Management ◽  
Protected Natural Areas

A presente análise objetivou avaliar as ações de planejamento e gestão do Turismo em áreas naturais protegidas da Região Metropolitana da Baixada Santista (RMBS) no Estado de São Paulo (Brasil), identificando em que nível estas ações foram influenciadas por conceitos e métodos propostos em dois programas mundiais da Organização das Nações Unidas (ONU): os Objetivos do Desenvolvimento do Milênio (ODM) e a Convenção sobre Diversidade Biológica (CDB). Enquanto a CDB já é amplamente difundida em programas de manejo e gestão do Turismo em áreas protegidas no Brasil, os ODM tiveram pouca penetração nesta temática. Subdivididos em oito metas globais, quatro delas têm amplo potencial para contribuir na elaboração de novas metodologias na gestão do Turismo em áreas naturais protegidas: o ODM 01 (redução da fome e da miséria); o ODM 03 (promoção da igualdade de gênero); o ODM 07 (respeito ao meio ambiente) e o ODM 08 (estabelecimento de parcerias para o desenvolvimento sustentável). Como resultado, a pesquisa demonstrou haver influência apenas indireta das metodologias propostas pelos ODM no que tange ao planejamento e gestão de atividades turísticas sustentáveis nas áreas naturais protegidas da RMBS, enquanto a influência da CDB foi facilmente identificável nas políticas e ações de planejamento e gestão do Turismo. Foram alcançadas algumas conclusões, como por exemplo, a de que os ODM passaram por uma clara adaptação ao contexto brasileiro por meio de políticas públicas, preferencialmente com relação ao ODM 01 (redução da pobreza). Quanto ao ODM 07, no qual o Turismo Sustentável insere-se como atividade econômica a ser incentivada na elevação do nível de renda das populações locais e em prol da conservação ambiental, este carece fortemente de políticas públicas assertivas. Sendo colocado pela ONU como primordial para o sucesso dos ODM em países em desenvolvimento, o Turismo Sustentável com base nos ODM e na CDB pode proporcionar significativos ganhos a áreas como a RMBS, permeada por complexas configurações urbanas, ambientais e sociais. Influence of global programs on the sustainability of tourism in protected areas of the metropolitan area of Baixada Santista (SP, Brazil) ABSTRACT This analysis aims to evaluate the action planning and management of tourism in protected natural areas of the Santos Metropolitan Region (RMBS) in the State of São Paulo (Brazil), whilst identifying at what level these actions were influenced by concepts and methods proposed in two global programs of the United Nations (UN): the Millennium Development Goals (MDGs) and the Convention on Biological Diversity (CBD). While the CBD is already widespread in management programs and management of tourism in protected areas in Brazil, the MDGs have had little penetration on this theme. Subdivided into eight global goals, four of them have vast potential to contribute to the development of new methodologies in the management of tourism in protected natural areas: the ODM 01 (reducing hunger and poverty); MDG 03 (promoting gender equality); MDG 07 (respect for the environment) and the MDGs 08 (establishment of partnerships for sustainable development). As a result, the survey showed that there was only indirect influence of methodologies proposed by the MDGs with regards to planning and management of sustainable tourism activities in protected natural areas of RMBS. While the influence of the CBD was easily identifiable in policy and action planning and tourism management, some conclusions were reached, including the MDGs passing by a clear adaptation to the Brazilian context through public policies, preferably in relation to the MDGs 01 (poverty reduction). As for the MDGs 07, in which Sustainable Tourism is inserted as an economic activity to be encouraged in raising the income level of local populations while conserving the environment, this strongly lacks assertive public policy. It has been placed by the UN as paramount to the success of the MDGs in developing countries Sustainable Tourism based on the MDGs and the CBD can provide significant gains in areas such as RMBS, permeated by complex urban, environmental and social settings. KEYWORDS: Millennium Goals; Biological Diversity; Sustainable Tourism; Protected Areas; Local Communities.

The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aspasia Vlachvei ◽  
Ourania Notta ◽  
Eirini Koronaki
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Panel Data ◽  
Panel Data Analysis ◽  
Customer Engagement ◽  
Content Type ◽  
Interactive Engagement ◽  
Long Run ◽  
Three Stages ◽  
The Impact

PurposeThis study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.Design/methodology/approachBoth quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media.FindingsThe results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement.Practical implicationsThe empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run.Originality/valueThis study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.

Getting Brand Commitment Through Internet and Mobile Sports Marketing

2018 ◽  
pp. 1-17
Author(s):  
Verónica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sports Marketing ◽  
Customer Engagement ◽  
The Internet ◽  
Marketing Department ◽  
Business Press ◽  
Football Team ◽  
The Impact

This chapter provides a better understanding of the impact that the Internet and mobile sports marketing are having on a business's ability to achieve customer engagement. To achieve this goal, the case of Real Madrid football team is analyzed, as it is calculated to have over 200 million supporters worldwide. Information about Real Madrid was gathered from September 2012 to March 2013 by repeatedly browsing the team's Website, Facebook, Twitter, Instagram, and apps. Data from interviews of Real Madrid's marketing department published in business press and posts was also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans. The findings offer new opportunities to get customer engagement. They also highlight the important role of social media to gain insight about the fans.

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