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.

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.

scholarly journals SMEs and social media opportunities: An organizational outlook

2016 ◽  
Vol 13 (4) ◽  
pp. 640-648
Author(s):  
Louise van Scheers
Keyword(s):  
Social Networks ◽  
Social Media ◽  
New Media ◽  
Small Businesses ◽  
Cost Effective ◽  
Percentage Increase ◽  
Descriptive Research ◽  
Product Service ◽  
Large Audience ◽  
The Impact

Social media usage in SMEs and the impact thereof is viewed as an essential part of modern day organisational operations for SMEs to promote their business both domestically and globally. Social media is interactive and consumer-generated media, new media or citizen media, while conventional media is company generated media which flows in one direction. The research design chosen for this research is descriptive research in conjunction with a quantitative approach. The population will include all SMEs in Gauteng. The sample for the study encompassed of 400 SME owners who currently manage the small businesses in the Gauteng area. The respondents all agree that a large audience can be reached via social media, followed by the ability to create product/service awareness. The conducted research recommends that social media can be cost effective if the SMEs make use of their social networks (professional and personal) and use best practises that enable them to get their adverts or posts shared across social networks. The respondents report a sales, product awareness, consumer support and overall productivity increase. There seems to be an effect of age on the percentage increase in sales, product awareness, consumer support and overall productivity. Although the results show that most SMEs have access to internet only 54.8 % of the respondents use social media to promote their businesses. The research established that that the largest proportion of respondents are new to using social media to create awareness for their products

scholarly journals DESIGN AND DEVELOPEMENT OF TRENDYINSIGHT APPLICATION SOFTWARE FOR LOCATION BASED SOCIAL MEDIA TRENDING

2018 ◽  
Vol XLII-5 ◽  
pp. 809-812
Author(s):  
S. S. Kumar ◽  
S. Reddy ◽  
S. Saran ◽  
S. Kocaman
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Low Cost ◽  
Application Software ◽  
The Public ◽  
Current Location ◽  
Public Data ◽  
Customer Services ◽  
The Government

<p><strong>Abstract.</strong> With as many as one third of population have become social media users exchanging information, thanks to low cost smart phones availability and social messaging platforms like Facebook, Twitter, WhatsApp, Instagram etc., TrendyInsight will play a major role on listening the public concern on local or regional issues bothering them for the government authorities to learn and prepare the remedial action. Similarly, businesses of consumer industries will be benefited from TrendyInsight for better customer services.</p><p><i>TrendyInsight</i> – an application software designed and developed to work in iOS platform to capture trending topics from various social networks websites based on user location and present it in graphically on map. The application utilizes the uniqueness of each social network data through Application Program Interface (API) requests based on the trend. The application eliminates the need of user login to access the public data of these social networks. The application provides other experience enhancement features like showing user’s current location, updating the trending data every interval of time, searching for custom location, getting data for any custom hashtag, and settings tab to customize the type of data to be received from the social network APIs. The application was built on Swift 4 and deployment target operating system is iOS 11.</p>

scholarly journals Public faces? A critical exploration of the diffusion of face recognition technologies in online social networks

2017 ◽  
Vol 19 (4) ◽  
pp. 637-654 ◽  
Author(s):  
Aletta Norval ◽  
Elpida Prasopoulou
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Face Recognition ◽  
Online Social Networks ◽  
Data Practices ◽  
Depth Analysis ◽  
Rapid Spread ◽  
On Line ◽  
Media Applications ◽  
Critical Questioning

In recent years, we have witnessed a rapid spread of biometric technologies from the security domain to commercial and social media applications. In this article, we critically explore the repercussions of this diffusion of face recognition to everyday contexts with an in-depth analysis of Facebook’s “tag suggestions” tool which first introduced the technology to on-line social networks. We use Nissenbaum’s framework of contextual integrity to show how the informational norms associated with biometrics in security and policing - their contexts of emergence - are grafted on-line social networks onto their context of iteration. Our analysis reveals a process that has inadvertently influenced the way users understand face recognition, precluding critical questioning of its wider use. It provides an important deepening of contextually-driven approaches to privacy by showing the process through which contexts are co-constitutive of informational norms. Citizens are also offered a critical tool for understanding the trajectory of biometrics and reflect on the data practices associated with the use of face recognition in social media and society at large.

The Usage of Social Networks and Websites in International Luxury Brand Communication

2021 ◽  
pp. 178-198
Author(s):  
Murat Arslandere
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Web Sites ◽  
Brand Communication ◽  
Luxury Brand ◽  
Communication Environment ◽  
Media Environments ◽  
Corporate Web Sites ◽  
Comparative Content ◽  
Media Applications

Today, there are different digital communication opportunities that companies use to communicate with their customers. These are especially web sites and social networks. International brands are adapting to all changes in this communication environment while determining their communication strategies and then they communicate with their target audiences. Brands communicate with their target audiences and potential or unfamiliar audiences through communication opportunities without borders. This is also seen in the luxury brand market and consumers. In this study, luxury brand, luxury brand consumption, and finally website and social media applications used in international luxury brand communication are explained. In addition, comparative content analysis of corporate web sites and social media environments of Ferrari and Porsche companies, in which they are producing and marketing luxury products, were conducted and evaluations were made in the context of international luxury brand communication.

scholarly journals SOCIAL MEDIA IN INFORMATION WARFARE. ASSAULT WEAPON WITH HIGH RECOIL

2021 ◽  
Vol 17 (1) ◽  
pp. 258-264
Author(s):  
Alin PREDA
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Web 2.0 ◽  
Low Cost ◽  
The Internet ◽  
Information Warfare ◽  
Information Propagation ◽  
Fake News ◽  
Institutional Communication ◽  
Assault Weapon

Beyond the benefits or risks of individual or institutional communication through social media, we must note that it is the perfect environment for fake news and propaganda because of the speed of information propagation, the unfriendly environment for checking sources, algorithms behind social networks and, last but not least, the extremely low cost. In other words, the Internet and web 2.0 have created the favorable framework for the conduct of the war "for minds and hearts", as it can be called the information war waged through social media. Beyond these considerations, the non-regulation of the online domain - the lack of rules, be they deontological, make social media a powerful weapon of attack in this type of war. At the same time, the use of this space by state actors should be done with caution because it involves risks that could result in the loss of the most important action capacity: credibility. This article aims to analyze social media as a tool in information warfare

Social networks applied to Dengue, H1N1, and Zika epidemics: An integrative literature review

Work ◽  
2020 ◽  
Vol 67 (3) ◽  
pp. 721-732
Author(s):  
Diná Herdi Medeiros de Araújo ◽  
Elaine Alves de Carvalho ◽  
Alessandro Jatoba ◽  
Paulo Victor Rodrigues de Carvalho ◽  
José Orlando Gomes
Keyword(s):  
Decision Making ◽  
Social Networks ◽  
Social Media ◽  
Literature Review ◽  
Health Professionals ◽  
Online Social Networks ◽  
Low Cost ◽  
Epidemiological Data ◽  
Health Surveillance ◽  
Rapid Dissemination

BACKGROUND: Health crises occur both regionally and globally. Online social networks are widely used technical resources that allow users to share large amounts of information with increasing reach and velocity. Thus, the capacity of spreading information about epidemics through social media allows members of a population and health professionals or agencies to collaborate. METHOD: This study presents results obtained in an integrative review, including examples of how social media enabled collaboration in health surveillance to treat the epidemies of Dengue, Zika, and H1N1. The literature review covers studies published between 2009 and 2017. RESULTS: The studies reviewed indicate that social media interactions are tools for the rapid dissemination of information. These networks operate at low cost and allow information to reach audiences in need of information and who otherwise would not receive it. Social media allowed researchers to monitor evolving epidemics and obtain epidemiological data useful for decision-making in health surveillance. CONCLUSIONS: Despite the widespread use of social networks, there are opportunities for improvement, especially in technology for treatment.

Social media: open innovation in SMEs finds new support

2017 ◽  
Vol 38 (3) ◽  
pp. 21-29 ◽  
Author(s):  
Emma L. Hitchen ◽  
Petra A. Nylund ◽  
Xavier Ferràs ◽  
Sergi Mussons
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Open Innovation ◽  
Quantitative Research ◽  
Innovation Process ◽  
Content Type ◽  
Use Of Social Media ◽  
Resources Sharing ◽  
Media Applications ◽  
Challenges And Strategies

Purpose The exchange of knowledge in social networks is fundamental to innovation. Open, interactive, innovation requires collaboration through social networks. This social networking is increasingly carried out across the Internet through social media applications. The purpose of this study is to explore the use of social media in open innovation, and explain how this practice is carried out in small and medium-sized enterprises (SMEs). With less resources than large firms, SMEs both have a greater need for open innovation and a less resources to invest in the process. Design/methodology/approach In this paper, the authors study the case of open innovation in start-up Aurea Productiva and induce a framework for open innovation in SMEs powered by social media. Findings The authors explore how the main advantages of the Web 2.0 translate into opportunities, challenges and strategies for open innovation that can be directly applied by managers. Research limitations/implications The authors contribute to research on open innovation by social media and to research on the innovation process of SMEs. Future quantitative research could confirm and extend the authors’ findings. Practical implications Companies that want to fully exploit the benefits of social media can create a strategy that emphasizes coevolution of innovation and resources, sharing their vision and objectives and providing a framework for innovation. Originality/value The authors introduce an original analysis of opportunities, challenges and strategies for open innovation in SMEs.

A managerial perspective on omnichannel e-customer

2020 ◽  
pp. 5-17
Author(s):  
Maria Teresa Cuomo ◽  
Francesca Ceruti ◽  
Alice Mazzucchelli ◽  
Alex Giordano ◽  
Debora Tortora
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Empirical Analysis ◽  
Customer Experience ◽  
Tourism Industry ◽  
Point Of View ◽  
Social Commerce ◽  
Social Dimensions ◽  
Offline Channels ◽  
Managerial Perspective

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

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