scholarly journals WHO'S WINNING THE BURGER WARS? A CLOSER LOOK AT SOCIAL NETWORKING, ENTERPRISE SOCIAL NETWORKS, AND CUSTOMER ENGAGEMENT

2018 ◽  
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Customer Engagement ◽  
Enterprise Social Networks

MARKETING COMMUNICATION STRATEGIES OF THE ENTERPRISE IN THE CONDITIONS OF ECONOMY DIGITALIZATION

2018 ◽  
Author(s):  
Anastasiia Zerkal ◽  
◽  
Viktoriia Holomb ◽  
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Social Networking Sites ◽  
Positive Impact ◽  
Communication Strategies ◽  
Mobile Technologies ◽  
Customer Engagement ◽  
User Engagement ◽  
Marketing Communication ◽  
Internet Users

The article considers the peculiarities of the formation of marketing communication strategies of the enterprise in terms of digitalization of the economy. The main directions of mass media in the twentieth century are determined and the delimitation of modern social media is presented. The conditions of compliance of the website have been determined so that it can be considered as a part of web 2.0: the ability to independently contribute to the content of the site; User control of your own information and website design -interactive and useful. The influence of digital and mobile technologies on the peculiarities of users' communication, as well as their attitude to the interactivity of social networks is proved. The potential of social networks to support their brands, increase the customer base and promote goods and services of enterprises has been identified. It is determined that due to its popularity, social networking sites have had a significant impact on ways of social communication and as a result have changed the sales channels of enterprises. It is estimated that the number of people using social networks is growing very fast, and at the time of writing, more than 2.62 billion people are using social networking sites. The largest social networks were analyzed: Facebook, Pinterest, Twitter, LinkedIn, Instagram. Their features and advantages for both users and professional marketers of enterprises are determined. It is estimated that in 2021, 71% of the total number of Internet users were users of social networks, and this percentage is projected to increase. The most popular activity among Internet users is social networking, and it has a high level of user engagement, which has a positive impact on the sales of businesses that work with digital marketing tools. The ease and low cost of Internet marketing compared to conventional advertising has proven that businesses in all sectors of the economy can more effectively reach their target audience, and social networks help influence other potential customers, and allow businesses to get useful feedback on their product or service. Ultimately, this leads to improved products / services and customer engagement, ie improves the company's marketing communication strategies in today's digital economy.

scholarly journals Modèle communicationnel d’un réseau socionumérique d’entreprise

2016 ◽  
pp. 100-123
Author(s):  
Hélène Piment
Keyword(s):  
Social Networks ◽  
Nous Avons ◽  
Social Networking ◽  
Social Networking Sites ◽  
Communicative Competence ◽  
The Self ◽  
Enterprise Social Networks ◽  
Regular Practice

Les réseaux socionumériques d’entreprise (RSE) sont considérés comme des réseaux socionumériques (Rsn) internes, en référence notamment à Facebook. Ils semblent offrir aux utilisateurs usuels des Rsn l’occasion d’exploiter une compétence communicationnelle particulière, issue de cette pratique habituelle. Afin de vérifier la possibilité qu’une compétence communicationnelle émerge au niveau des membres de l’organisation, nous avons cherché si le modèle communicationnel du RSE était équivalent à celui de Facebook. A l’aide des concepts d’écrit d’écran, d’énonciation éditoriale et de la notion de signe passeur, nous avons analysé le discours de l’éditeur et de l’administrateur. Si l’univers de référence des pages analysées est celui de Facebook, elles ne proposent pourtant pas aux salariés de l’organisation les mêmes modalités communicationnelles. La compétence qu’ils peuvent mettre en œuvre au sein de ce dispositif est restreinte à l’expression du soi, et privée de son axe relationnel. L’analyse a également mis au jour l’écart entre le discours porté sur le RSE et sa concrétisation au sein d’une organisation. The enterprise social networks (ESN) are considered as internal social networking sites (SNS), especially in reference to Facebook. They seem to give to the usual users of the SNS the opportunity to make use of one particular communicative competence resulting from this regular practice. In order to confirm the eventuality that a communicative competence is emerging at the level of the members of the organization, we sought if the ENS’s communicative model was equivalent to Facebook’s one. Using the concepts of “screen writing” and “editorial enunciation”, and the notion of “conveyor sign”, we analysed publisher and administrator’s discourse. If the reference universe of the analysed pages is Facebook’s one, they however don’t offer to the organization’s employees the same communicative modes. The competence that they can apply within this apparatus is restricted to the expression of the self, without its relational line. The analysis also brought to the light the gap between the discourses on the ESN and its realization within an organisation.

The Role Micro-Blogging Plays in Informal Communication and Knowledge Sharing Activities Within Universities

2018 ◽  
Vol 9 (3) ◽  
pp. 18-31 ◽  
Author(s):  
Shakiba Kazemian
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Knowledge Sharing ◽  
Informal Communication ◽  
Business World ◽  
The Past ◽  
Enterprise Social Networks ◽  
New Phenomena ◽  
Business Sectors ◽  
Social Networking Tools

Micro-blogging is one of the most common informal social networking tools these days. Micro-blogs, a comparatively new phenomena, have changed the business world in a positive way with encouraging and providing a variability of impressions on collaboration and managerial novelty which growing very fast and becoming very popular among large organizations. Microblogging is considered as an opportunity that will finally enhance the employment engagement and providing a variety of effects on co-operative work (e.g., relational benefits & personal benefits to organizations). Until now, using enterprise social networks (ESNs) have been receiving increasingly more attention in business sectors such as multinational technology companies and practice over the past years, this article will review the biggest existing gap that is using internal social networking enterprise in academia.

scholarly journals Investigating the Impact of Critical Factors on Continuous Usage Intention towards Enterprise Social Networks: An Integrated Model of IS Success and TTF

2021 ◽  
Vol 13 (14) ◽  
pp. 7619
Author(s):  
Run-Ze Wu ◽  
Xiu-Fu Tian
Keyword(s):  
Social Networks ◽  
Structural Equation ◽  
Equation Modeling ◽  
Critical Factors ◽  
Information Systems Success ◽  
Is Success ◽  
Enterprise Social Networks ◽  
Task Technology Fit ◽  
Continuous Usage Intention ◽  
The Impact

Due to the outbreak of COVID-19, many people have to accept remote working. However, as COVID-19 has been effectively controlled in China, remote office services provided by enterprise social networks (ESNs) is no longer a necessary choice of users. There has not yet been any referential research for ESN enterprises concerning how to encourage users willing to use ESNs continuously. Therefore, the purpose of this research is to identify the critical factors of ESN continuous usage intention to make up the research gap of ESN continuous usage intention and to help enterprises address the issue of sustained growth. This research combines elements of the task technology fit (TTF) model and D&M information systems success (ISS) model, explaining the continuous usage intention of ESN users. The empirical analysis results are based on the sample data of 668 Chinese respondents with experience in ESNs use and analyzed using structural equation modeling (SEM). Results show that task technology fit, performance expectancy and the satisfaction degree have a significant influence on continuous usage intention of ESNs. The research findings can provide the theoretical basis for sustained development and follow-up research of the ESN industry.

E-Mentoring Through a Network of Practice on Facebook

2015 ◽  
Vol 5 (1) ◽  
pp. 34-45 ◽  
Author(s):  
Hsun-Ming Lee ◽  
Mayur R. Mehta
Keyword(s):  
College Students ◽  
Social Networks ◽  
Social Networking ◽  
Social Networking Site ◽  
Mentoring Program ◽  
Current Generation ◽  
Recent Graduates ◽  
The Relationship

Facebook is the most popular social networking site, with more than 500 million active members. With its ability to easily manage multi-user social networks synchronously, it provides a fertile foundation to promote e-mentoring among the current generation of technology- and Facebook-astute students. This study reviews Network of Practice (NoP) theories to provide insights to a mentoring structure that facilitates the sharing and exchange of profession-related knowledge. A Facebook application was developed to conduct an experiment that examined factors that affect the performance of the mentoring program based on a NoP. A class of college students, which used the application to connect to recent graduates and industry experts, allowed us to observe and analyze live mentoring activities. The authors' findings indicated that the mentor's gender appeared to impact the relationship that developed between mentors and protégés via Facebook, and that the students were indifferent about the years of experiences of their mentors.

Colour as an Indicator of Vulnerability of Users Within Social Networks

2016 ◽  
Vol 8 (1) ◽  
pp. 56-69
Author(s):  
Amanda Cox ◽  
Yeslam Al-Saggaf ◽  
Kate McLean
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
User Profile ◽  
Risk Matrix ◽  
Individual User ◽  
Privacy Settings ◽  
Personally Identifiable Information ◽  
The Individual

Social networking users are presented with a plethora of profile and privacy settings; most of which are left defaulted. As a result, there is little understanding of the fields that make up the user profile, the privacy settings available to safeguard the user, and the ramifications of not changing the same. Concerns relating to the unprecedented quantities of Personally Identifiable Information being stored need to be addressed. By employing a risk matrix to a social media profile, a user could be alerted to the potential dangers of the information being contained within the profile. By adapting this tool, the risks to the individual user of a social media profile will be minimised.

scholarly journals Policy gaps and technological deficiencies in social networking environments: Implications for information sharing

2013 ◽  
Vol 15 (1) ◽  
Author(s):  
Stephen M. Mutula
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Business Education ◽  
Social Networking Sites ◽  
Internet Security ◽  
Literature Survey ◽  
Digital Networks ◽  
Education Politics ◽  
The Social ◽  
User Trust

Background: With the growing adoption and acceptance of social networking, there are increased concerns about the violation of the users’ legitimate rights such as privacy, confidentiality, trust, security, safety, content ownership, content accuracy, integrity, access and accessibility to computer and digital networks amongst others.Objectives: The study sought to investigate the following research objectives to: (1) describe the types of social networks, (2) examine global penetration of the social networks, (3) outline the users’ legitimate rights that must be protected in the social networking sites (SNS), (4) determine the methods employed by SNS to protect the users’ legitimate rights and (5) identify the policy gaps and technological deficiencies in the protection of the users’ legitimate rights in the SNS.Method: A literature survey and content analysis of the SNS user policies were used to address objective four and objective five respectively.Results: The most actively used sites were Facebook and Twitter. Asian markets were leading in participation and in creating content than any other region. Business, education, politics and governance sectors were actively using social networking sites. Social networking sites relied upon user trust and internet security features which however, were inefficient and inadequate.Conclusion: Whilst SNS were impacting people of varying ages and of various professional persuasions, there were increased concerns about the violation and infringement of the users’ legitimate rights. Reliance on user trust and technological security features SNS to protect the users’ legitimate rights seemed ineffectual and inadequate.

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