scholarly journals Impact of Digital Marketing on Business: A Review

2021 ◽  
pp. 1442-1447
Author(s):  
Anu Taneja
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Active Area ◽  
Deep Insight ◽  
Social Media Platforms ◽  
Active Nature ◽  
New Challenges ◽  
Traditional Marketing ◽  
Insight Into

The marketers daily face new challenges to increase the growth of business and to catch the attention of customers towards their brand. Digital Marketing is one of the medium that can be utilized to promote the brands and connect with the customers across the globe. However, it is a challenging task to catch the attention of customers due to their active nature on multiple social media platforms. Now, it becomes tedious for the marketers to influence the customers and thus it is still an active area of research. This paper summarizes the major differences between traditional marketing and digital marketing, types of digital marketing, benefits of digital marketing and impact of digital marketing on business. This study would be beneficial for the marketers, researchers and academicians working in this domain as it provides deep insight into this domain.

scholarly journals Us Mob Online: The Perils of Identifying as Indigenous on Social Media

Genealogy ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 52
Author(s):  
Bronwyn Carlson ◽  
Tristan Kennedy
Keyword(s):  
Social Media ◽  
Indigenous People ◽  
Indigenous Peoples ◽  
Mixed Methods Research ◽  
Indigenous Communities ◽  
Digital Environment ◽  
Collective Identities ◽  
Social Media Platforms ◽  
Insight Into

Social media is a highly valuable site for Indigenous people to express their identities and to engage with other Indigenous people, events, conversations, and debates. While the role of social media for Indigenous peoples is highly valued for public articulations of identity, it is not without peril. Drawing on the authors’ recent mixed-methods research in Australian Indigenous communities, this paper presents an insight into Indigenous peoples’ experiences of cultivating individual and collective identities on social media platforms. The findings suggest that Indigenous peoples are well aware of the intricacies of navigating a digital environment that exhibits persistent colonial attempts at the subjugation of Indigenous identities. We conclude that, while social media remains perilous, Indigenous people are harnessing online platforms for their own ends, for the reinforcement of selfhood, for identifying and being identified and, as a vehicle for humour and subversion.

scholarly journals Social media in use

2021 ◽  
Vol 26 (1) ◽  
pp. 201-217
Author(s):  
Visar Rrustemi ◽  
Egzona Hasani ◽  
Gezim Jusufi ◽  
Dušan Mladenović
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Uses And Gratifications ◽  
Digital Marketing ◽  
Western Balkans ◽  
The World ◽  
Digital Environments ◽  
Marketing Activities ◽  
Traditional Marketing ◽  
The Right

Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

scholarly journals Classification Connection of Twitter Data using K-Means Clustering

2019 ◽  
Vol 8 (6S4) ◽  
pp. 14-22
Keyword(s):  
Social Media ◽  
Real Time ◽  
Clustering Methods ◽  
Time Analysis ◽  
Data Set ◽  
Dynamic Data ◽  
Real Time Analysis ◽  
Twitter Data ◽  
Social Media Platforms ◽  
Insight Into

The rise of social media platforms like Twitter and the increasing adoption by people in order to stay connected provide a large source of data to perform analysis based on the various trends, events and even various personalities. Such analysis also provides insight into a person’s likes and inclinations in real time independent of the data size. Several techniques have been created to retrieve such data however the most efficient technique is clustering. This paper provides an overview of the algorithms of the various clustering methods as well as looking at their efficiency in determining trending information. The clustered data may be further classified by topics for real time analysis on a large dynamic data set. In this paper, data classification is performed and analyzed for flaws followed by another classification on the same data set.

Social Media Use Among Olympians and Sport Journalists in Hungary

2020 ◽  
Vol 13 (2) ◽  
pp. 181-199
Author(s):  
Agnes Kovacs ◽  
Tamas Doczi ◽  
Dunja Antunovic
Keyword(s):  
Social Media ◽  
Media Use ◽  
Social Media Use ◽  
The World ◽  
Social Media Platforms ◽  
The Media ◽  
Hungarian Case ◽  
The Relationship ◽  
Insight Into

The Olympic Games are among the most followed events in the world, so athletes who participate there are exceptionally interesting for the media. This research investigated Olympians’ social media use, sport journalists’ attitudes about Olympians’ social media use, and the role of social media in the relationship between Olympians and sport journalists in Hungary. The findings suggest that most Hungarian Olympians do not think that being on social media is an exceptionally key issue in their life, and a significant portion of them do not have public social media pages. However, sport journalists would like to see more information about athletes on social media platforms. The Hungarian case offers not only a general understanding of the athlete–journalist relationship, and the role of social media in it, but also insight into the specific features of the phenomenon in a state-supported, hybrid sport economy.

scholarly journals Violence and Trolling on Social Media

2020 ◽  
Keyword(s):  
Social Media ◽  
Media Studies ◽  
Digital Communication ◽  
Media History ◽  
Media Discourse ◽  
Fake News ◽  
Life And Death ◽  
Theoretical Approaches ◽  
Social Media Platforms ◽  
Insight Into

‘Trolls for Trump’, virtual rape, fake news — social media discourse, including forms of virtual and real violence, has become a formidable, yet elusive, political force. What characterizes online vitriol? How do we understand the narratives generated, and also address their real-world — even life-and-death— impact? How can hatred, bullying, and dehumanization on social media platforms be addressed and countered in a post-truth world? Violence and Trolling on Social Media: History, Affect, and Effects of Online Vitriol unpacks discourses, metaphors, dynamics, and framing on social media, in order to begin to answer these questions. Written for and by cultural and media studies scholars, journalists, political philosophers, digital communication professionals, activists and advocates, this book connects theoretical approaches from cultural and media studies with practical challenges and experiences ‘from the field’, providing insight into a rough media landscape.

scholarly journals Influence of Social Media on the Indian Population’s Perception of Orthodontic-Related Posts: A Mixed Method Analysis

2021 ◽  
pp. 030157422110262
Author(s):  
Tarulatha R Shyagali ◽  
Ayesha Rathore ◽  
Abhishek Gupta ◽  
Anil Tiwari ◽  
Shanya Kapoor ◽  
...  
Keyword(s):  
Social Media ◽  
Orthodontic Treatment ◽  
Chi Square ◽  
Fully Integrated ◽  
Significant Difference ◽  
Social Media Platforms ◽  
Chi Square Test ◽  
Method Analysis ◽  
Insight Into

Introduction: In little more than a decade, social media has gone from being an entertainment source to a fully integrated part of nearly every aspect of daily life. This study aimed to provide an insight into how orthodontics-related social media posts are looked upon by the Indian population. Material and Methods: Orthodontics-related social media posts were analyzed for the number of likes, shares, and comments. Comments were also scrutinized for determining whether they were appreciation comments or enquiries related to orthodontic treatment and procedure. Posts were collected from 3 platforms: Twitter, Facebook, and Instagram. A mixed-methods approach was applied. First, all posts were structured according to a quantitative content analysis. Subsequently, qualitative analysis was performed to detect potential differences between the quality of response to posts on Twitter, Facebook, and Instagram. Using one-way ANOVA test, differences in the data were tabulated. A Chi- Square test was used to analyze the qualitative differences in the comments, which were scrutinized to check if they were appreciation comments or enquiries/doubts related to the posts. Results: There was a significant difference between the numbers of likes, shares, and comments. Appreciation comments were more in number than enquiries. Instagram had the maximum number of likes, followed by Facebook and Twitter ( P < .00001). Facebook had more shares in comparison to Twitter. Upon an analysis done on the number of comments, Facebook was found to have the highest number of comments, followed by Instagram and Twitter. All the results were significant, with P < .00001. Conclusion: It can be concluded that social media awareness related to orthodontics posts among Indians is gaining pace, and a lot can be achieved using these social media platforms to spread awareness related to orthodontic treatment.

scholarly journals MK-2.0: Secretos a voces del social-media

2010 ◽  
pp. 191
Author(s):  
María Aránzazu Sulé Alonso ◽  
Javier Prieto García
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
The Internet ◽  
Redes Sociales ◽  
Course Quality ◽  
Beneficial Effects ◽  
Communication Processes ◽  
New Business ◽  
Traditional Marketing ◽  
La Red

Las redes sociales son un fenómeno emergente al que cada día se suman nuevos adeptos convirtiéndose en un sector exitoso que los expertos en marketing digital tienen que aprovechar. Esta investigación evidencia que la multidisciplinariedad entre ambas puede tener efectos muy beneficiosos y que su puesta en práctica es ya una realidad. Pepsi, Starbucks, Avon, Adidas, infinidad de marcas de reconocido prestigio internacional han apostado muy fuerte por estos nuevos canales de actuación obteniendo resultados lo suficientemente reveladores como para hablar de nuevas modalidades de negocio, y aún más en este momento cuando parece que las formas de hacer marketing y publicidad convencionales están perdiendo protagonismo. Cada vez pasamos menos tiempo frente al televisor y más conectados a la red. Si una marca quiere encontrarnos, es probable que allí pueda hacerlo. Las redes sociales aportan grandes dosis de viralidad a los procesos de comunicación, las cuales son de gran calidad ya que, ¿hay mejores prescriptores que nuestros familiares y amigos?. Y todo esto para satisfacer a un agente que tiene mucho que decir: tu.<br /><br />Social media is an emerging phenomenon which wins new followers every day becoming a succesful sector that digital marketing experts have to make the most of. This research shows that multidisciplinarity between can have beneficial effects and its practice it's already a reality. Pepsi, Starbucks, Avon, Adidas, and most of the well-known international brands have bet strongly for these new marketing chanels getting such good results that we can talk about new business methods and more evennow this moment where traditional marketing and advertising are losing prominence. Every day we spend less time in front of TV but more time surfing the internet. If a brand wants to find us it will probably find us there. Social media contributes to get virality to the communication processes and of course quality because, are there better prescriptors than our relatives and friends? And everythig to satisfy an agent that has a lot of to say: you.<br />

scholarly journals Interaction and Transformation on Social Media: The Case of Twitter Campaigns

2018 ◽  
Vol 4 (1) ◽  
pp. 205630511775072 ◽  
Author(s):  
William Housley ◽  
Helena Webb ◽  
Meredydd Williams ◽  
Rob Procter ◽  
Adam Edwards ◽  
...  
Keyword(s):  
Social Media ◽  
Modern Society ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Media Campaigns ◽  
The Public ◽  
The Social ◽  
Wide Range ◽  
Social Media Platforms ◽  
Insight Into

The increasing popularity of social media platforms creates new digital social networks in which individuals can interact and share information, news, and opinion. The use of these technologies appears to have the capacity to transform current social configurations and relations, not least within the public and civic spheres. Within the social sciences, much emphasis has been placed on conceptualizing social media’s role in modern society and the interrelationships between online and offline actors and events. In contrast, little attention has been paid to exploring user practices on social media and how individual posts respond to each other. To demonstrate the value of an interactional approach toward social media analysis, we performed a detailed analysis of Twitter-based online campaigns. After categorizing social media posts based on action(s), we developed a typology of user exchanges. We found these social media campaigns to be highly heterogeneous in content, with a wide range of actions performed and substantial numbers of tweets not engaged with the substance of the campaign. We argue that this interactional approach can form the basis for further work conceptualizing the broader impact of activist campaigns and the treatment of social media as “data” more generally. In this way, analytic focus on interactional practices on social media can provide empirical insight into the micro-transformational characteristics within “campaign communication.”

A Systematic Review of Digital Marketing in South Africa

2020 ◽  
pp. 143-162 ◽  
Author(s):  
Vera Nsahlai ◽  
Refiloe Khoase ◽  
Patrick Ndayizigamiye ◽  
Shopee M. Dube
Keyword(s):  
South Africa ◽  
Systematic Review ◽  
Social Media ◽  
South African ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Social Media Platforms ◽  
African Context ◽  
Meta Analyses

This chapter investigates the extent of digital marketing usage in South Africa, its perceived impact, and factors that influence its adoption in the South African context. The methodology adopted is the systematic review using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework. The results show that digital platforms currently used include mobile marketing (SMS) and social media platforms. The findings suggest that SMS-based marketing may be appealing to other market segments but not to young adults. The findings further suggest that social media marketing has had a significant influence on the purchase intentions among South African millennials (Generation Y). Moreover, the findings suggest that marketers, in their quest to influence customer purchasing decisions, should consider the knowledge that social media followers have regarding a subject matter (such as a product), and make an effort to educate those followers on the subject (or product) before suggesting a purchase.

The Politics of Pandemics

2021 ◽  
pp. 48-73
Keyword(s):  
United States ◽  
Social Media ◽  
United Kingdom ◽  
Supply Chain ◽  
The United States ◽  
The Internet ◽  
Nation States ◽  
Social Media Platforms ◽  
The Masses ◽  
Insight Into

The COVID-19 pandemic has colored the politics of 2020 from international to domestic, and the responses by countries have been politicized and limited by various actors. Regimes, both democratic and not, are using the chaotic pandemic environment to consolidate power under the executive, control the masses through decree, and shifting towards national and power bloc supply chains from the international supply chain that has been for all nations in the era of globalization and immediately after. This chapter will provide insight into how various nation-states are using nationalism to combat the pandemic, including the United States, United Kingdom, Chile, Russia, and Hungary. The chapter highlights the availability of the internet and social media platforms to spread mis- and dis-information that can hinder the work of a legitimate government attempting to respond earnestly and effectively to the pandemic.

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