Digital Marketing in Times of COVID-19

2021 ◽  
pp. 98-121
Author(s):  
Lola García-Santiago
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Marketing Strategies ◽  
The Other ◽  
Digital Marketing ◽  
The One ◽  
Media Channels ◽  
Inbound Marketing

This chapter focuses on an analysis of the communicative marketing strategies carried out by Spanish small and medium-sized enterprises (SMEs) through their digital media channels (websites, blogs, Twitter, and Facebook profiles). The content analysis allowed the authors to identify strategies of inbound marketing and engagement with users on social networks. Regarding the latter, they identify whether the paradox of the positive can be fulfilled. The methodology included, on the one hand, a qualitative analysis of corporate web communications in different social media. On the other hand, the content of messages was categorised into elements of digital marketing. The results obtained show the Spanish web panorama of interaction, engagement, and communication strategies of entrepreneurial SMEs in COVID-19 context, during and after lockdown.

scholarly journals Commercial Limits to Personality: Instagram Influencers and Commoditized Content Receptivity

Societies ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 77
Author(s):  
Tyler Horan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Identity ◽  
The Other ◽  
Audience Reception ◽  
Media Audiences ◽  
Unique Identity ◽  
The One ◽  
Commercial Relationships ◽  
Network Power

Social media influencers-individuals who utilize various forms of network power on social networks occupy a unique identity space. On the one hand, their network power is often tied to their social identity as creators of engaging material. On the other hand, their ability to promote commercial products and services steps outside the traditionally distinct commercial–social, occupational–personal divides. In this work, the network morphologies of influencers are explored in relation to their delivery of sponsored and non-sponsored content. This article explores how the disclosure of content as ‘sponsored’ affects audience reception. We show how that the promotion of content on social media often generates higher levels of engagement and receptiveness amongst their audience despite the platform’s assumption of organic non-commercial relationships. We find that engagement levels are highest among smaller out-degree networks. Additionally, we demonstrate that sponsored content not only returns a higher level of engagement, but that the effect of sponsorship is relatively consistent across out-degree network sizes. In sum, we suggest that social media audiences are not sensitive to commercial sponsorship when tied to identity, as long as that performance is convincing and consistent.

scholarly journals What Is Digital Labour? What Is Digital Work? What’s their Difference? And Why Do These Questions Matter for Understanding Social Media?

2013 ◽  
Vol 11 (2) ◽  
pp. 237-293 ◽  
Author(s):  
Christian Fuchs ◽  
Sebastian Sevignani
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Marxist Theory ◽  
The Other ◽  
Work Process ◽  
Concrete Case ◽  
Digital Work ◽  
Productive Labour ◽  
The One ◽  
General Work

This paper deals with the questions: What is digital labour? What is digital work? Based on Marx’s theory, we distinguish between work and labour as anthropological and historical forms of human activity. The notion of alienated labour is grounded in a general model of the work process that is conceptualized based on a dialectic of subject and object in the economy that we present in the form of a model, the Hegelian-Marxist dialectical triangle of the work process. Various aspects of a Marxist theory of work and labour, such as the notions of abstract and concrete labour, double-free labour, productive labour, the collective worker and general work are presented. Labour is based on a fourfold alienation of the human being. After these concepts are introduced, they are used for discussing the notions of digital labour and digital work. The presentation is on the one hand general and on the other hand uses Facebook as a concrete case for explaining how digital labour functions. Digital work is the organisation of human experiences with the help of the human brain, digital media and speech in such a way that new products are created. Digital labour is the valorisation dimension of digital work. We conclude that we require the transformation of digital labour into digital work, a true social media revolution that makes “social media” truly and fully social. We also argue why in our view work is not the same as labour by discussing the concept of playful work and pointing out limits of concepts such as antiwork, postwork and zerowork.

Impact of Digital Marketing on ICDL 2016 Event Promotion

2020 ◽  
pp. 216-230
Author(s):  
Reeta Sharma ◽  
P. K. Bhattacharya ◽  
Shantanu Ganguly ◽  
Arun Kumar
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Human Life ◽  
Age Groups ◽  
Digital Marketing ◽  
The World ◽  
Knowledge Economies ◽  
Media Channels ◽  
User Friendly

Today's world is technology-driven. Technology has penetrated almost every sphere of human life. Digital marking is one of the technologies that have attracted people from different age groups all over the world with their advanced nature of applications and uses. One of the foremost reasons why patrons like to use this technology is because these are not only user-friendly in nature and innovativeness but also carry the knowledge economies. Marketing and branding through digital media channels are very decent ventures that have steadily increased in value and are thereby considered safe and secure investments. In this chapter, the authors discuss a case study of ICDL 2016 conference where social media and other technology is widely used to market this event and catch prospective users.

Digital Media and Memory Balkanization

2021 ◽  
Author(s):  
Francis L.F. Lee ◽  
Joseph M. Chan
Keyword(s):  
Social Media ◽  
Hong Kong ◽  
Collective Memory ◽  
Digital Media ◽  
Negative Impact ◽  
The Other ◽  
Other Hand ◽  
Political Forces ◽  
The One ◽  
The Impact

Chapter 8 discusses the impact of digital media on collective memory. The chapter examines both the positive and negative impact of digital and social media. On the one hand, the analysis notes how digital media provided the channels for memory mobilization and the archives for memory transmission. On the other hand, the analysis examines the problematics of memory balkanization. It explicates how political forces have shaped the development of digital and social media in Hong Kong and how competing representations of the Tiananmen Incident and commemoration activities are articulated and reinforced within distinctive memory silos.

Digitalisierung und Nachbarschaft

2019 ◽  
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Local Community ◽  
Social Science Research ◽  
Science Research ◽  
The Other ◽  
The Internet ◽  
The Social ◽  
The One ◽  
The Relationship

There has hardly been any other development that has changed our everyday lives as significantly as digitalisation, and there is hardly anything as commonplace as neighbourship. Despite the links between these two concepts growing, they have been neglected in social science research in Germany so far. The prevailing sentiment is that the Internet and social media sites have no connection to the real world, but there are countless neighbourship groups on Facebook, Twitter hashtags named after neighbourhoods or entire websites, such as ‘nebenan.de’, which endeavour to strengthen local community bonds through digital means. In short, the social developments in this respect are already considerably more advanced than the knowledge that exists about it. This anthology makes a fundamental contribution to the sociological debate on digitalisation and neighbourship by aiming to provide an overview of the relationship between digitalisation and neighbourship on the one hand, and open up avenues for further research on the other. It therefore examines and systematises attempts to strengthen local community bonds using digital media from different perspectives.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

Unplug Your Life: Digital Detox Through a Kierkegaardian Lens

2019 ◽  
Vol 24 (1) ◽  
pp. 415-436
Author(s):  
Joke Bauwens ◽  
Gudmundur Bjorn Thorbjornsson ◽  
Karl Verstrynge
Keyword(s):  
Social Media ◽  
Everyday Life ◽  
Digital Media ◽  
The Other ◽  
Mobile Technologies ◽  
Dropping Out ◽  
The One ◽  
Existential Perspective ◽  
Digital Detox ◽  
Proper Balance

AbstractOur engagement with social media, smart and mobile technologies is ambiguous and raises existential questions about the naturalness and desirability of hyper-connectivity. On the one hand, we benefit from using these technologies in organizing and socializing our everyday life. On the other hand, they further complicate our lives. Hence, in recent years, more and more people choose to abstain from digital media by taking on a so-called ‘digital detox,’ a period of living without these technologies. In this article, we look at ‘digital detoxing’ from an existential perspective by introducing Kierkegaard’s existential categories of repetition and recollection to tackle the question whether ‘dropping out’ is a meaningful act or a temporary respite. What would it mean, so we ask, to find a proper balance in a world that demands constant connectivity?

Application of AI technology in modern digital marketing environment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kiran Nair ◽  
Ruchi Gupta
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Advanced Degree ◽  
Content Type ◽  
Marketing Environment ◽  
Know How

PurposeThe purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment.Design/methodology/approachDigital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide.FindingsBased on the literature review, the paper identifies the various AI applications in the field of digital media marketing.Originality/valueThis paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.

Unpacking (the) secret: Anonymous social media and the impossibility of networked anonymity

2018 ◽  
Vol 20 (11) ◽  
pp. 4177-4194 ◽  
Author(s):  
Tzlil Sharon ◽  
Nicholas A John
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Qualitative Analysis ◽  
The Other ◽  
Anonymous Communication ◽  
The Real ◽  
The One ◽  
Depth Interviews

This study focuses on the perceptions and practices of anonymous communication with friends enabled by tie-based anonymous apps. Based on qualitative analysis of in-depth interviews with users of the application Secret, the strategies deployed by interviewees in order to de-anonymize other users are emphasized and placed within the broader context of the real-name web. The article shows that Secret was not only based on pre-existing social networks but also drew on the network as a structure of thought. The concept of networked anonymity is introduced to account for the ways that anonymous actors imagine one another as “someone,” rather than as an unknown “anyone.” As such, the survivability of this communicative model is inherently limited by competing forces—the drive to connectivity, on the one hand, and to anonymity, on the other.

scholarly journals What Is Digital Labour? What Is Digital Work? What’s their Difference? And Why Do These Questions Matter for Understanding Social Media?

2013 ◽  
Vol 11 (2) ◽  
pp. 237-293 ◽  
Author(s):  
Christian Fuchs ◽  
Sebastian Sevignani
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Marxist Theory ◽  
The Other ◽  
Work Process ◽  
Concrete Case ◽  
Digital Work ◽  
Productive Labour ◽  
The One ◽  
General Work

This paper deals with the questions: What is digital labour? What is digital work? Based on Marx’s theory, we distinguish between work and labour as anthropological and historical forms of human activity. The notion of alienated labour is grounded in a general model of the work process that is conceptualized based on a dialectic of subject and object in the economy that we present in the form of a model, the Hegelian-Marxist dialectical triangle of the work process. Various aspects of a Marxist theory of work and labour, such as the notions of abstract and concrete labour, double-free labour, productive labour, the collective worker and general work are presented. Labour is based on a fourfold alienation of the human being. After these concepts are introduced, they are used for discussing the notions of digital labour and digital work. The presentation is on the one hand general and on the other hand uses Facebook as a concrete case for explaining how digital labour functions. Digital work is the organisation of human experiences with the help of the human brain, digital media and speech in such a way that new products are created. Digital labour is the valorisation dimension of digital work. We conclude that we require the transformation of digital labour into digital work, a true social media revolution that makes “social media” truly and fully social. We also argue why in our view work is not the same as labour by discussing the concept of playful work and pointing out limits of concepts such as antiwork, postwork and zerowork.

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