Vnímanie digitálneho influencera na Instagrame a jeho dopad na nákupné správanie

2021 ◽  
Vol 16 (3) ◽  
pp. 31-41
Author(s):  
Dominika Relovska ◽  
Edita Strbova
Keyword(s):  
Social Network ◽  
Social Marketing ◽  
Psychological Factors ◽  
Methodological Approach ◽  
Shopping Behavior ◽  
The Social ◽  
Marketing Activities ◽  
Research Findings ◽  
Perceived Impact ◽  
The Way

The aim of the presented paper is to characterize the way of perception of digital influencers by users of the social network Instagram. Through a quantitative methodological approach, we identify the motives leading to the following of influencers and the perceived impact on the shopping behavior of Instagram users in terms of cultural, social, personal and psychological factors, as well as in terms of specific products. We also characterize the way followers perceive the marketing activities of influencers. In this paper, we discuss the penetration of research findings in the field of social marketing and increasing the level of critical thinking and engagement of today's young consumers.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

scholarly journals JORNALISMO REGIONAL NAS REDES SOCIAIS: a cobertura político-eleitoral na fanpage do jornal o estado do Maranhão

2018 ◽  
Vol 4 (6) ◽  
pp. 347-381
Author(s):  
Michele Goulart Massuchin ◽  
Regilson Furtado Borges
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Social Network ◽  
Methodological Approach ◽  
The Political ◽  
Redes Sociales ◽  
Digital Part ◽  
Palabras Clave ◽  
The Social ◽  
La Red

Este artigo apresenta uma análise sobre como o jornal O Estado do Maranhão (MA) se apropria da sua página no Facebook como espaço para difundir conteúdo jornalístico. A abordagem metodológica é quantitativa e qualitativa a partir da análise do conteúdo de 608 posts extraídos da fanpage do jornal e de entrevista com a responsável pela versão digital do veículo. A pesquisa tem por objetivo analisar as características dos conteúdos distribuídos pela rede social, especialmente observando o espaço destinado para temas políticos e eleitorais. A análise trabalha com as seguintes características: temas, tema eleitoral, abrangência, valência e interação. Como resultado principal ressalta-se que O Estado do Maranhão concedeu espaço considerável para o tema político-eleitoral, com baixa presença de entretenimento.   PALAVRAS-CHAVE: Jornalismo; redes sociais; eleições.   ABSTRACT This article presents an analysis of how the newspaper O Estado de Maranhão (MA) appropriates the Facebook page as a space for disseminating journalistic content. The methodological approach is quantitative and qualitative from the content analysis of 608 posts extracted from the fanpage of the newspaper and interview with the responsible for digital part of the vehicle. The research aims to analyze the characteristics of the contents distributed by the social network, especially observing the space destined for electoral subjects. The analysis discuses these characteristics: themes, electoral theme, scope and engagement. As a main result, O Estado do Maranhão granted considerable space for the political-electoral theme.   KEYWORDS: journalism; social networks; elections.     RESUMEN Este artículo presenta un análisis sobre cómo el diario El Estado de Maranhão (MA) se apropia de su página en Facebook como espacio para difundir contenido periodístico. El enfoque metodológico es cuantitativo y cualitativo a partir del análisis del contenido de 608 posts extraídos de la fanpage del periódico y de entrevista con la responsable de la parte digital del vehículo. La investigación tiene por objetivo analizar las características de los contenidos distribuidos por la red social, especialmente observando el espacio destinado a temas electorales. El análisis trabaja con las siguientes características: temas, tema electoral, alcance y la relación com os lectores. Como resultado principal se resalta que el Estado de Maranhão concedió espacio considerable para el tema político-electoral.   PALABRAS CLAVE: periodismo, redes sociales, elecciones.  

Socio-Technical Attack Approximation Based on Structural Virality of Information in Social Networks

2021 ◽  
Vol 15 (1) ◽  
pp. 153-172
Author(s):  
Preetish Ranjan ◽  
Abhishek Vaish
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Latent Structure ◽  
The Social ◽  
High Skill ◽  
The Way

A free and easily accessible platform for sharing information over social media has its negatives. It is being misused to intimidate others by exploiting the trust factor inherent within it. This paper is on the persistent pursuit of offering an exquisite solution to address this possible misuse of social media also called STAs and their subsequent impacts on society. These attacks are very sensitive to society and often organized groups with a high skill set are involved to disguise the security agencies. In this work, a model has been proposed to approximate socio-technical attack subject to the structural virality of information in the social network. The work is unique in the sense that previous works are mostly based on statistical values of the network but the proposed work considers the latent structure of the network which is not being reflected from their statistical values. This also paves the way for future researchers to implant other hidden features of nodes and messages circulating within the network which could be helpful for the detection and mitigation of STAs.

The Social Network(s) of the Middle Kingdom and Second Intermediate Period Treasurers: Rehuerdjersen, Siese, Ikhernefret and Senebsumai

2019 ◽  
Vol 12 (2) ◽  
pp. 259-287
Author(s):  
Danijela Stefanović
Keyword(s):  
Social Network ◽  
Traditional Approach ◽  
Methodological Approach ◽  
Social Setting ◽  
Middle Kingdom ◽  
Intermediate Period ◽  
Ancient Egyptian ◽  
Social Settings ◽  
Or Groups ◽  
The Social

Abstract Studies on the ancient Egyptian administrative system(s) are usually based on analysis of the institutions and officials attached to them. The present paper focuses on the social settings of the four Middle Kingdom / Second Intermediate Period highest ranking officials, i.e., treasurers. Starting with the traditional methodological approach, which focuses on collecting the prosopographic data, this paper further addresses the implementation of Social Network Analysis (SNA) tools for analyzing the obtained material. SNA is used to study people, or groups of people (nodes), linked together through social interaction, and relations or links between them (edges). SNA exemplifies various types of interaction through networks and analyzes them. By applying SNA methodology for studying the networks of the selected treasurers, it is possible to reconstruct more precisely their social setting (both private and institutional) and interrelations, which complement the traditional approach, but also provide new possibilities for research into ancient Egyptian administration.

Social engineering and social marketing: why is one “good” and the other “bad”?

2014 ◽  
Vol 4 (3) ◽  
pp. 198-209 ◽  
Author(s):  
Ann-Marie Kennedy ◽  
Andrew Parsons
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Social Engineering ◽  
Historical Thinking ◽  
Content Type ◽  
The Social ◽  
Values And Beliefs ◽  
Marketing Activities ◽  
First Time ◽  
Social Engineer

Purpose – The aim of this article is to explore how social engineering and social marketing are connected, and how social marketing is a tool used to achieve adherence to social engineering. Design/methodology/approach – Through examination of contemporary and historical thinking around social marketing, we present a conceptual argument that social marketing is another tool of the social engineer, and that social engineering, through methods such as social marketing, is pervasive throughout all societies in positive ways. Findings – We develop a conceptual model of social engineering and social marketing, which goes beyond behaviour change to incorporate the essentials of society and the influencers of those essentials. In doing so, we show that social marketing influenced behaviour lies within the social engineering influenced laws, codes and norms of society, which in turn lie within the morals, values and beliefs of society. Originality/value – This article provides for the first time a conceptual grounding of social marketing within social engineering, enabling academics and practitioners to contextualise social marketing activities in a broader societal framework.

scholarly journals Identifying network structure, influencers and social mood in digital spheres: A sentiment and content analysis of down syndrome awareness

2018 ◽  
Vol 10 (1) ◽  
pp. 10-19
Author(s):  
Sunagul Sani Bozkurt
Keyword(s):  
Down Syndrome ◽  
Content Analysis ◽  
Social Network ◽  
Social Awareness ◽  
Daily Lives ◽  
Multiple Dimensions ◽  
The Social ◽  
Diverse Backgrounds ◽  
Online Spaces ◽  
Research Findings

AbstractDown syndrome is a sensitive subject and one that requires efforts being made to improve conditions of individuals with Down syndrome across multiple dimensions. Social awareness is one of the important dimensions for the inclusion of individuals with Down syndrome. Online spaces as well as offline spaces are an important part of our daily lives, and these spaces provide numerous opportunities to create, increase and sustain awareness of Down syndrome. From this perspective, this study examines the awareness of Down syndrome in online spaces. With this objective in mind, the research examined 4,168 conversations from 2,430 individuals that were posted in a microblogging service on WDSD. The research findings indicate that the Down syndrome network is distributed in time and space with diverse backgrounds. Key influencers were those who were already associated with Down syndrome. Furthermore, the social mood for Down syndrome was found to be positive.Keywords: Down syndrome, World Down Syndrome Day, Down syndrome awareness, social network analysis, sentiment analysis.*

EFFECT OF LEADER'S STRATEGY ON OPINION FORMATION IN NETWORKED SOCIETIES WITH LOCAL INTERACTIONS

2010 ◽  
Vol 21 (06) ◽  
pp. 839-852 ◽  
Author(s):  
PAWEL SOBKOWICZ
Keyword(s):  
Social Influence ◽  
The Other ◽  
Opinion Formation ◽  
Local Interactions ◽  
The Social ◽  
Marketing Activities ◽  
The Way

The work investigates the influence of leader on opinion formation in artificial networked societies. The strength of the social influence is assumed to be dictated by distance from one agent to another, as well as individual strengths of the agents. The leader is assumed to have much greater resources, which allows him to tune the way he influences the other agents. We study various strategies of using these resources to optimize the conditions needed to "convince" the whole society to leader's opinion. The flexibility of the model allows it to be used in studies of political, social and marketing activities and opinion formation.

Scholarly Influence Research (SIR)

2012 ◽  
Vol 2 (1) ◽  
pp. 17-31 ◽  
Author(s):  
Hirotoshi Takeda ◽  
Duane P. Truex ◽  
Michael J. Cuellar ◽  
Richard Vidgen
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Influence ◽  
The Social ◽  
Scholarly Influence ◽  
Research Findings ◽  
Publication Counts ◽  
Definition Of ◽  
Ideational Influence

Following previous research findings, this paper argues that the currently predominant method of evaluating scholar performance - publication counts in “quality” journals - is flawed due to the subjectivity inherent in the generation of the list of approved journals and absence of a definition of quality. Truex, Cuellar, and Takeda (2009) improved on this method by substituting a measurement of “influence” using the Hirsch statistics to measure ideational influence. Since the h-family statistics are a measure of productivity and the uptake of a scholar’s ideas expressed in publications, this methodology privileges the uptake of a scholar’s ideas over the venue of publication. Influence is built through other means than by having one’s papers read and cited. The interaction between scholars resulting in co-authored papers is another way to build scholarly influence. This aspect of scholarly influence, which the authors term social influence, can be assessed by Social Network Analysis (SNA) metrics that examine the nature and strength of coauthoring networks among IS Scholars. The paper demonstrates the method of assessing social influence by analysis of the social network of AMCIS scholars and compares the results of this analysis with other co-authorship networks from the ECIS and ICIS communities.

Marketing and social enterprises: implications for social marketing

2015 ◽  
Vol 5 (4) ◽  
pp. 285-306 ◽  
Author(s):  
Alex Mitchell ◽  
Judith Madill ◽  
Samia Chreim
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Enterprise ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Content Type ◽  
Institutional Legitimacy ◽  
The Social ◽  
Institutional Influences ◽  
Marketing Activities

Purpose – The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise. Design/methodology/approach – This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded theory approach. Researchers conducted interviews with senior decision-makers responsible for marketing activities and strategic policy, and gathered additional data regarding the organizations in the form of archival materials, including strategic planning documents, promotional materials and firm-generated online content. Findings – Strategic marketing practices used by social enterprises are shaped by moral, pragmatic and cognitive legitimacy influences stemming from imperatives to achieve congruence with institutional norms. This study exposes the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations. Research limitations/implications – This qualitative study pursues depth of understanding through focused investigation of a small, regional sample of Canadian social enterprises. The findings demonstrate that social enterprises are similar to both not-for-profit and small- and medium-sized firms in terms of their marketing approaches, but face particular institutional legitimacy challenges when developing and implementing strategic marketing activities. Practical implications – This paper highlights the influences of institutional legitimacy on marketing practices and approaches in social enterprises. Understanding these influences is crucial for social marketing practitioners, as they develop strategic activities. The findings from the research provide a baseline upon which to begin to build both our theoretical and practical understanding of the potential utilization of social marketing through social enterprises. Social implications – Understanding the challenges social enterprises face in developing their strategic marketing activities provides deeper insights into social enterprises for social marketers, who might consider using social marketing in such organizations to achieve social change. Originality/value – This paper offers empirical evidence grounded in depth investigations of 15 social enterprises operating in a Canadian context. The findings help to extend our understanding of the complex institutional influences impacting marketing practices within social enterprise organizations. These institutional influences help to attune social marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs.

scholarly journals The role of agroholdings in the creation of cooperatives by rural communities

2021 ◽  
Vol 7 (3) ◽  
pp. 107-122
Author(s):  
Oleh Skydan ◽  
Olha Budnik ◽  
Lesya Sus
Keyword(s):  
Rural Communities ◽  
Social Responsibility ◽  
Social Marketing ◽  
Rural Areas ◽  
Rural Economy ◽  
Methodological Approach ◽  
Practical Importance ◽  
The Social ◽  
Institutional Model

Purpose. The purpose of this study was a theoretical and methodological generalization of the agroholdings’ social initiatives within their charitable activities with the interaction of cooperatives based on the institutional model. Methodology / approach. This study was based on applying the general economic and special methods. The abstract-logical method was used for scientific discussion and scientific views about the role of agroholdings and their impact on the rural population. The method of critical analysis was applied to outline the social aspects of agroholdings’ activities. The system approach allowed contouring the main problems that arise in the process of agroholding growing. The study of the state of agricultural cooperatives’ financing by agroholdings was also conducted. On the basis of the monographic method the motives and directions of the management of separate agroholdings within their social responsibility limits were defined. With the generalization method, the basic forms and resources of agroholdings’ social responsibility were determined. Thanks to the correlation-regression analysis, it was established the relationship between the social responsibility indicator of agroholdings and their efficiency by EBITDA, as well as their social responsibility and market capitalization degree. Results. The study examined the main scientific approaches to the role of agroholdings, which allowed outlining their ambiguity and contradictions. The systematization of the presented materials allowed developing arguments in favor of the agroholdings’ functioning and identifying counterarguments of their activities as well as emphasizing the need of the basic methodological provisions for further harmonious development of agroholding structures and cooperatives. The results of the presented empirical analysis showed a low level of agroholdings’ social responsibility, which affects the development of the rural areas and significantly increases social tensions. On the basis of the conducted research and data processing the mechanism of agroholdings’ and cooperatives’ interaction on the basis of social responsibility is offered. It was proved that the basis of the presented interaction must be financial and economic, social, marketing and environmental motives. Originality / scientific novelty. It was improved the theoretical and methodological approach to the formation of institutional model of the agroholdings’ and cooperatives’ interaction on the principles of social responsibility, which provides financial and economic, social, marketing, environmental problems solutions by agroholdings and promotes the rural community’s development in the near future. Practical value / implications. The results of the study are of great practical importance and can be useful for various ownership forms of agricultural producers as well as for agricultural holding organizations which are interested in harmonizing the rural economy development.

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