The Role of Relational Marketing in Specific Contexts of Tourism

2021 ◽  
pp. 223-243
Author(s):  
Bruno Barbosa Sousa ◽  
Filipa Costa Magalhães ◽  
Daniela Braga Soares
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Low Cost ◽  
Relational Marketing ◽  
Knowledge Based ◽  
Constructivist Perspective ◽  
Luxury Hotel ◽  
Media Applications ◽  
Real Challenge

SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach. There are numerous marketing techniques to apply in social media in order to involve the customer, some of which have costs and others do not. Digitization was a real challenge for any hotel company, requiring cautious and well-planned action to be successful. In this sense, the nature of social networks demands the adoption of a constructivist perspective, that is, a perspective that involves affirmations of knowledge based on individual and collective experiences. Presently, being present in social networks presents itself as a high value advantage, allowing to expose the brand, product, or idea, at a low cost, to a high audience. This chapter aims to systematize some relational marketing best practices that are identified in the luxury hotel segment in Europe (i.e., communication). Specifically, some examples of relational marketing (hotel/consumer) in terms of communication will be identified and analysed.

Digital Communication in Museums and Museological Spaces

2022 ◽  
pp. 271-290
Author(s):  
Victor Figueira ◽  
João Arnedo Rolha ◽  
Bruno Barbosa Sousa
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Low Cost ◽  
Relational Marketing ◽  
Knowledge Based ◽  
Large Audience ◽  
Constructivist Perspective ◽  
Media Applications ◽  
Real Challenge ◽  
Brand Product

SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach. There are numerous marketing techniques to apply in social media in order to involve the customer, some of which have costs and others that do not. Digitization was a real challenge for any museum, requiring cautious and well-planned action to be successful. In this sense, the nature of social networks demands the adoption of a constructivist perspective, that is, a perspective that involves affirmations of knowledge based on individual and collective experiences. Presently, being present in social networks presents itself as a high value advantage, allowing the exposure of the brand, product, or idea at a low cost to a large audience. This chapter aims to systematize some relational marketing best practices that are identified in the museums and museum spaces in “Baixo Alentejo” (Portugal). Specifically, some examples of relational marketing in terms of communication will be identified and analysed.

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.

Communication in social networks of St. Petersburg as a means of adaptation of ethnocultural communities

Litera ◽  
2021 ◽  
pp. 38-55
Author(s):  
Rivaa Mukhammad Salem Alsalibi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Ethnic Communities ◽  
Sense Of Security ◽  
The Social ◽  
The Subject ◽  
Development Prospects

The subject of this research is the specifics, forms and functions of interaction in social media groups between the representatives of ethnic communities. The goal consists in determination of the role of social networks in adaptation of ethnocultural communities of St. Petersburg. The research is based on the polling technique for acquisition of information on the cognitive, emotional, and behavioral state of a person. The survey was conducted via distribution of questionnaires among the representatives of ethnic groups. The article also employs the method of systematic scientific observation over the social media groups, topic raised therein, as well as reading and analysis of the comments. The scientific novelty of this work consists in outlining of the nature, trends and development prospects of cross-cultural communications as the channel for ethnocultural interaction.  The main conclusions, which touch upon users from various ethnic communities who do not have enough experience in organization of activity of social media groups, demonstrate that it causes the loss of the sense of security, accumulation of prejudices and escalation of interethnic conflicts, as well as preference of the with restricted access, which contributes to lock down of the group and impedes adaptation in the accepting society. Stabilization of situation can be achieved by improvement of the quality of content posted in the social media, as well as level of their administration.

From campfire to coliseum: motivations for using social networks

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Castro Pires de Souza Chimenti ◽  
Marco Aurelio de Souza Rodrigues ◽  
Marcelo Guedes Carneiro ◽  
Roberta Dias Campos
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Exploratory Study ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Content Type ◽  
Media Usage ◽  
Practical Implications ◽  
Collective Narrative

Purpose Through a literature review, a gap has been identified regarding the role of competition as a driver of social network (SN) usage. This study aims to design to address this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage. Design/methodology/approach The authors used an exploratory qualitative approach, conducting a set of focus groups with young social media users. Data was analyzed with software. Findings Two new drivers for SN use are proposed, namely, competition and collective narrative. Research limitations/implications This is an exploratory study, and it does not seek to generalize results or quantify causal relationships among variables. Practical implications This paper offers SN managers a deeper understanding of key growth drivers for these media. Social implications This research can help society understand and debate the impacts of SNs on users’ lives, providing insights into drivers of excessive usage. Originality/value This paper proposes the following two SN usage drivers yet to be described in the literature: competition and collective narrative.

scholarly journals Social Media Addiction and Personality: A Review of Research

2021 ◽  
Vol 18 (3) ◽  
pp. 607-630
Author(s):  
Viktor P. Sheinov
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Foreign Language ◽  
Self Esteem ◽  
Way Of Life ◽  
Face To Face ◽  
Social Media Addiction ◽  
Physical Health Problems ◽  
Negative Links

Social networks are taking up more and more place in the daily life of modern people, becoming an integral part of our existence. At the same time, the role of social networks is constantly growing along with the rapid growth in the number of their active users. As online interaction for many has become more used than face-to-face communication, social networks have begun to seriously affect the way of life, communication, interests and psychology of people. The use of social networks is growing exponentially and has covered more than a third of the worlds population; therefore, researchers from different countries are actively studying social networks. Considerable empirical data has been accumulated that requires generalization and understanding, which is the purpose of this review. We found positive links between social media addiction and depression, anxiety, stress, neuroticism, emotional problems, low self-esteem, cyber-victimization, physical health problems, mental disorders, loneliness, procrastination, smartphone and internet addiction, and infidelity in relationships. Negative links were revealed between social media addiction and life satisfaction, academic performance of schoolchildren and students, labor productivity and commitment to the organization of its employees, social capital, and age. The main reason for social media addiction is the need for communication, and women are generally more active in social networks than men. This review provides only those links of social media addiction that have been established in a number of studies conducted in different countries. The presented results were obtained abroad using foreign language questionnaires that determine social media addiction. The lack of such a reliable and valid tool among Russian-speaking psychologists has become a serious factor hindering the conduct of similar domestic research. With this in view, the author developed a specially designed social media addiction questionnaire.

scholarly journals Falling in Love With Work: The Effect of Enterprise Social Media on Thriving at Work

2021 ◽  
Vol 12 ◽  
Author(s):  
DongXu Liu ◽  
Beigang Hou ◽  
Yuanyuan Liu ◽  
Pingqing Liu
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Enterprise Social Media ◽  
Work Related ◽  
Mediating Role ◽  
Work Tasks ◽  
Social Tasks ◽  
Media Applications ◽  
Positive Effect

Using a survey of 300 employees in different types of enterprises and different positions, this study verified that the use of enterprise social media has a positive effect on employees’ work exuberance. The study separately examined the effects of social media applications for work tasks and social tasks. Both types of applications had a positive impact on employees’ work exuberance. The study also identified the mediating role of challenge and obstructive stressors in this relationship. Work-related social media applications enhanced employees’ exuberance by reducing obstructive stressors, and social-related social media applications enhanced employees’ exuberance by reducing challenge stressors. The implications of these findings are that managers should pay attention to the use of enterprise social media, especially for social tasks, as this can enhance employees’ sense of exuberance.

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 Role of Social Media in the Knowledge-Based Organizations

2014 ◽  
pp. 254-275 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Value Chain ◽  
Knowledge Integration ◽  
Knowledge Based ◽  
Business Environments ◽  
Growth Firms ◽  
The Difference ◽  
External Sources Of Knowledge

This chapter introduces the role of Social Media (SM) in Knowledge-Based Organizations (KBOs), thus explaining the concept of KBOs, the difference between KBOs and non-KBOs, the concept of Knowledge Management (KM), the concept of SM, the importance of SM to KBOs, the application of SM in the KBOs, and the challenges of SM in the KBOs. This chapter explains the significance of SM for organizational development and adaptation to the business architecture in order to create knowledge integration environment in the KBOs. SM enables the creation of knowledge value chain to customize information and delivery for a technological business growth. Firms need to be connected to their technological business environment through SM because interacting with external sources of knowledge can effectively improve their capabilities about industry benchmark and competitive advantage. Understanding the role of SM in the KBOs will significantly enhance the organizational performance and achieve business goals in the global business environments.

Role of Social Media in Tourism

2015 ◽  
pp. 142-162
Author(s):  
Vipin K. Nadda ◽  
Sumesh Singh Dadwal ◽  
Dirisa Mulindwa ◽  
Rubina Vieira
Keyword(s):  
Social Networks ◽  
Information Technology ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Web Sites ◽  
User Generated Content ◽  
Major Shift ◽  
Tourism And Hospitality

Revolutionary development in field of communication and information technology have globally opened new avenue of marketing tourism and hospitality products. Major shift in web usage happened when Napster in 1999 released peer-to-peer share media and then with pioneer social networking websites named ‘Six Degrees'. This kind of interactive social web was named as ‘Web 2.0'. It would create openness, community and interaction. Web2. is also known as Social media base. Social media is incudes “all the different kinds of content that form social networks: posts on blogs or forums, photos, audio, videos, links, profiles on social networking web sites, status updates and more”. It allows people to create; upload post and share content easily and share globally. Social media allows the creation and exchange of user-generated content and experiences online. Thus, social media is any kind of information we share with our social network, using social networking web sites and services.

The Influence of Social Media on Learning

2021 ◽  
pp. 151-169
Author(s):  
Yasemin Gülbahar ◽  
Gülgün Afacan Adanır
Keyword(s):  
Social Media ◽  
Classroom Management ◽  
Virtual Classroom ◽  
Learning Theories ◽  
Practical Applications ◽  
Instructional Videos ◽  
Instructional Content ◽  
E Learning ◽  
Media Applications

During '90s, a debate initiated between Clark and Kozma about the role of media on learning. While Clark proposed that the media had no effect on learning, Kozma proposed that learning is influenced when method and media is combined and appropriately used. In today's world, the role of social media on learning is inevitable since social media is increasingly used by individuals with the purpose of searching for information and watching instructional videos. In this respect, the influence of social media on learning is investigated in this study within the context of Kozma's perspective. Correspondingly, the instructional content provided by social media, the appropriate instructional methods, and implications for learning theories are discussed in this chapter, together with certain practical applications. In the end, social coding platform, collaborative e-learning platform, and virtual classroom management simulation are described as practical social media applications.

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