The Degree of Internationalization and the Use of Social Media in Marketing Communication

2021 ◽  
pp. 785-805
Author(s):  
Malgorzata Bartosik-Purgat ◽  
Barbara Jankowska
Keyword(s):  
Social Media ◽  
New Technologies ◽  
Marketing Communication ◽  
Foreign Markets ◽  
Media Usage ◽  
Individual Interviews ◽  
Use Of Social Media ◽  
The Relationship ◽  
A Company ◽  
Degree Of Internationalization

The development of new technologies combined with constantly increasing access to the Internet, facilitates the usage of social media in the business, including firms' operations in foreign markets. The main aim of the article is to identify the relationship between the degree of internationalization and social media usage within different forms of marketing communication in foreign markets. Data was gathered from individual interviews conducted among 334 companies that operate on the Polish market and which are active internationally in terms of marketing communication. Two key findings emerge from the research. First, the strongest correlation between the form of internationalization and the use of social media was obtained as far as advertising (as a form of marketing communication) is concerned. Second, the number of foreign markets a company operates is correlated with the use of social media in terms of all forms of marketing communication.

The Degree of Internationalization and the Use of Social Media in Marketing Communication

2019 ◽  
Vol 11 (3) ◽  
pp. 1-18
Author(s):  
Malgorzata Bartosik-Purgat ◽  
Barbara Jankowska
Keyword(s):  
Social Media ◽  
New Technologies ◽  
Marketing Communication ◽  
Foreign Markets ◽  
Media Usage ◽  
Individual Interviews ◽  
Use Of Social Media ◽  
The Relationship ◽  
A Company ◽  
Degree Of Internationalization

The development of new technologies combined with constantly increasing access to the Internet, facilitates the usage of social media in the business, including firms' operations in foreign markets. The main aim of the article is to identify the relationship between the degree of internationalization and social media usage within different forms of marketing communication in foreign markets. Data was gathered from individual interviews conducted among 334 companies that operate on the Polish market and which are active internationally in terms of marketing communication. Two key findings emerge from the research. First, the strongest correlation between the form of internationalization and the use of social media was obtained as far as advertising (as a form of marketing communication) is concerned. Second, the number of foreign markets a company operates is correlated with the use of social media in terms of all forms of marketing communication.

scholarly journals Impact of Risk Perception on Trust in Government and Self-Efficiency During COVID-19 pandemic: Does Social Media Content Help Users Adopt Preventative Measures?

2020 ◽  
Author(s):  
Mohammed Salah Hassan ◽  
Hussam Al Halbusi ◽  
Ali Najem ◽  
Asbah Razali ◽  
Kent A. Williams ◽  
...  
Keyword(s):  
Social Media ◽  
Risk Perception ◽  
Self Efficacy ◽  
Media Content ◽  
Trust In Government ◽  
Media Usage ◽  
Preventative Measures ◽  
Use Of Social Media ◽  
The Impact ◽  
The Relationship

Abstract The public’s actions will likely have a significant effect on the course of the coronavirus disease (COVID-19) pandemic. Human behavior is conditioned and shaped by information and perceptions of people. This study investigated the impact of risk perception on trust in government and self-efficacy. It examined whether the use of social media helps people adopt preventative actions during the pandemic. To test this hypothesis, data were gathered from 512 individuals (students and academicians) who were based in Malaysia during COVID-19. Our results suggested that risk perception had a significant effect on trust in government and self-efficacy. Moreover, these correlations were stronger when social media was used as a source for gathering information on COVID-19, and in some cases it even helped the user avoid being exposed to the virus. This study assessed the relationship between risk perception and the awareness gained from using social media during the pandemic and also highlighted how social media usage influences trust in government and self-efficacy.

scholarly journals The Relationship of Social Media Usage to the Satisfaction and Practice of Friendship (Silaturahmi) among Students of Universitas Sumatera Utara

2019 ◽  
Vol 2 (4) ◽  
pp. 575-589
Author(s):  
Feni Khairifa ◽  
Suwardi Lubis ◽  
Iskandar Zulkarnain
Keyword(s):  
Social Media ◽  
Media Usage ◽  
Social Satisfaction ◽  
Space And Time ◽  
Positive Side ◽  
Use Of Social Media ◽  
The University ◽  
Relationship Of ◽  
The Relationship ◽  
North Sumatra

The study aims is to find out The Relationship of Social Media Usage to the Satisfaction and Practice of Friendship (Silaturahmi) among Students of Universitas Sumatera Utara. This research is conducted at Universitas Sumatera Utara, Dr. Mansur Street, Padang Bulan, Medan. The result shows that there is a relationship between the use of social media and social satisfaction among students of the University of North Sumatra. The form of relationships is low, but certain relationships. In addition, the relationship between the two variables is positive, which means more and more use of social media, the satisfaction of friendship among students of the University of North Sumatra will also be higher. This is because, there is a positive side to social media. A variety of features are offered, making it easier for users to communicate. Distance, space and time are no longer a barrier to stay in touch (communication).

scholarly journals Affective polarization in the digital age: Testing the direction of the relationship between social media and users’ feelings for out-group parties

2021 ◽  
pp. 146144482110443
Author(s):  
Maria Nordbrandt
Keyword(s):  
Social Media ◽  
Panel Data ◽  
Media Use ◽  
Digital Age ◽  
Social Media Use ◽  
Media Usage ◽  
Previous Level ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Relationship

There is considerable disagreement among scholars as to whether social media fuels polarization in society. However, a few have considered the possibility that polarization may instead affect social media usage. To address this gap, the study uses Dutch panel data to test directionality in the relationship between social media use and affective polarization. No support was found for the hypothesis that social media use contributed to the level of affective polarization. Instead, the results lend support to the hypothesis that it was the level of affective polarization that affected subsequent use of social media. The results furthermore reveal heterogeneous patterns among individuals, depending on their previous level of social media usage, and across different social media platforms. The study gives reason to call into question the predominating assumption in previous research that social media is a major driver of polarization in society.

scholarly journals Impact of Social Media on Consumer Behaviour

2021 ◽  
Vol 12 (5) ◽  
pp. 1216-1225
Author(s):  
Amandeep Singh, Et. al.
Keyword(s):  
Social Media ◽  
Consumer Behaviour ◽  
Marketing Channel ◽  
Short Term ◽  
Use Of Social Media ◽  
The Impact ◽  
The Relationship ◽  
A Company ◽  
Product Perception ◽  
Brand Product

This paper encompasses the research studies done on the impact of social media on consumer behaviour. Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. People are using various social media websites and because of that the entire marketing landscape is changing. Massive audience is available who are spending many hours a day using social media across the various platforms and are majorly involved in information processing, entertainment and social connection activities, it is not surprising that marketers have started utilising social media as a marketing channel. Companies now place considerable value on the way in which social media can be used to shape consumer’s brand/product perception and influence their buying decision. Rather than focusing on short-term advertising through technology, companies are integrating social media mechanisms to enhance the relationship with consumers. Therefore, companies need to better understand the changing behaviour of consumers, in order to create mutual benefits from the use of social media. So, the research paper talks about what activities the consumer are involved in, how branding on social media is important and how it can help in marketing the goods/services. It also highlights how user generated content helps in marketing of a company and what will be the future of social media and areas the companies should focus on which will impact the consumers behaviour.

scholarly journals The Effect of Social Media to the Brand Awareness of a Product of a Company

2016 ◽  
Vol 10 (1) ◽  
pp. 9 ◽  
Author(s):  
Hansel Bagus Tritama ◽  
Riswan Efendi Tarigan
Keyword(s):  
Social Media ◽  
Research Method ◽  
Quantitative Research ◽  
Brand Awareness ◽  
Online Media ◽  
Marketing Communication ◽  
Significant Information ◽  
The Relationship ◽  
A Company ◽  
Research Type

Social  media  is an online media, where the users can easily participate, share, and create any content such as banner,  posters, videos and advertisement.  Many companies  use these  social  media as  a tool to promote their products  and make  customers aware  with their brand. On the other hand, not all companies  succeed to market their products and make their products are at their customers’ awareness. The purpose of this research is to find the correlation  between social media commu- nication marketing  with companys brand awareness in social media.  The research  method for this research  is quantitative  research.  This method collects  data with explanative research type which explains the relationship between two variables. The result  of this research  is to show that marketing  communication in a company has an impact to company’s brand awareness. In addition, this research wants to show that marketing via social media can give impact  to company’s revenue. The summary of this research  is to get significant  information  about the effect of social media toward companys brand awareness through quantitative  and explanative  research  method due to the rising of social media.

scholarly journals The relationship between social media usage in the workplace and employee productivity in the public sector: Case study of government departments in Harare

2019 ◽  
Vol 17 ◽  
Author(s):  
Tawaziwa Wushe ◽  
Jacob Shenje
Keyword(s):  
Social Media ◽  
Public Sector ◽  
Positive Impact ◽  
Labour Productivity ◽  
Research Approach ◽  
Employee Productivity ◽  
The Public ◽  
Media Usage ◽  
Use Of Social Media ◽  
The Relationship

Orientation: The advent of social media has taken new dimensions becoming one of the most significant methods of how people communicate all over the world. In particular, the usage of social media and networking sites is a phenomenon that has brought great negative and positive impact to organisations and employees nowadays.Research purpose: The primary aim of the study sought to determine the relationship between social media usage in the workplace and employee productivity in the public sector with particular reference to government departments in Harare.Motivation for the study: There have been rising concerns about the use of social media sites in the workplace because of loss of labour productivity through time wasted at work.Research approach/design and method: The study adopted a positivist research approach because it had ontological assumptions of representationalism and objectivism. Because of the nature of the research objectives, a descriptive research design was found to be necessary. A sample size of 278 management and employees from five selected government departments was targeted. Structured questionnaires were used for the collection of relevant primary data.Main findings: The study revealed that social media usage in the workplace resulted in significant drop in employees’ productivity because of time spent online keeping in touch with friends, sharing pictures and communicating with colleagues.Practical/managerial implications: As social media cannot be completely eradicated during working hours, the human resources departments need to monitor deadlines and job deliverables with the need to ensure that jobs are performed efficiently.Contribution/value-add: The study sought to fill the existing research gaps with regard to the use of social media at workplace and employee productivity.

scholarly journals Influence of Social Media Usage on the Green Product Innovation of Manufacturing Firms through Environmental Collaboration

2020 ◽  
Vol 12 (20) ◽  
pp. 8685
Author(s):  
Norhuda Salim ◽  
Mohd Nizam Ab Rahman ◽  
Dzuraidah Abd Wahab ◽  
Ariff Azly Muhamed
Keyword(s):  
Social Media ◽  
Product Innovation ◽  
Structural Equation ◽  
Manufacturing Firms ◽  
Green Product ◽  
Key Factors ◽  
Media Usage ◽  
Green Product Innovation ◽  
Use Of Social Media ◽  
The Relationship

Firms are finding it increasingly important to leverage social media to facilitate knowledge access, get valuable feedback, and improve innovations to cater for emerging markets. However, using social media without integrating other key factors does not seem to add value to innovation efforts. Therefore, this study investigates the potential of social media usage (SMU) in enhancing green product innovation (GPI) and how two types of environmental collaboration may affect that relationship, which is a subject that has been under-explored. First, the literature on the expansion of the use of social media in enhancing GPI was reviewed to develop the theoretical framework and hypotheses. Then, data collected from 211 manufacturing firms were analysed using structural equation modelling to examine the proposed relationship. The results revealed that SMU does not directly influence GPI. Rather, internal environmental collaboration (IEC) and environmental collaboration with suppliers (ECS) fully mediate the relationship between SMU and GPI. The results further disclosed a positive relationship between IEC and ECS, where both types of environmental collaboration seem to be key factors in improving GPI. Hence, this study highlights the importance of knowledge sharing through environmental collaborations for the generation of ideas to improve products in order to remain competitive in the market.

scholarly journals The excessive use of social media and its relationship to insomnia among female students in Hail University

2021 ◽  
Vol 9 (3) ◽  
pp. 977-988
Author(s):  
Halima Mohamed, Adam
Keyword(s):  
Social Media ◽  
Statistical Correlation ◽  
Female Students ◽  
Media Usage ◽  
Insomnia Disorder ◽  
The Social ◽  
Correlational Approach ◽  
Random Manner ◽  
Use Of Social Media ◽  
The Relationship

The purpose of preparing this research paper is to explain the relationship between the excessive social media use and insomnia disorder among female students in Hail University, although identifying the differences in excessive use, and insomnia among the sample members. The descriptive-correlational approach was followed, and the sample was chosen in a stratified random manner, as the sample reached 360 students from various disciplines. Social media behavioral addiction indices were measured using the Social Media Usage Scale (SMU), and insomnia disorder measured using an (ID) scale. The results of the study show that there is a statistical correlation between the use of social media and insomnia disorders. Well as the relationship between the type of social media and the number of accounts and preferred social media and insomnia disorders, and the value of each was <0.05. The study concluded that female university students suffer from excessive use of social media, which negatively affected the quality of sleep and their mood.

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