Handbook of Research on New Media Applications in Public Relations and Advertising - Advances in Multimedia and Interactive Technologies
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9781799832010, 9781799832034

Author(s):  
Duygu Dersan Orhan

Through the development of technology, the understanding of traditional foreign policy has changed. Foreign policy making, which was shaped by diplomatic correspondence, visits, agreements, and notes between countries, is carried out today via messages sent over the Internet. Twitter is the most frequently used internet tool in the hands of institutions, decision makers, and leaders in foreign policy making. US President Donald J. Trump is one of the leaders who use Twitter most effectively. Twitter was the center of Trump's messages, both during the presidential campaign and after his election. Trump is not just using Twitter as a platform for meeting his supporters and announcing the country's official policies. Twitter has also been an important way for Trump to challenge and send harsh messages to certain countries, companies, and individuals. Iran is one of the countries that Trump targets through Twitter. This study aims to examine the use of Twitter as a platform in foreign policy making by using content analysis method through Trump's tweets about Iran.


Author(s):  
Gonca Güzel Şahin

Many countries that have unique local gastronomy cultures develop and promote their regions for the purpose of economic effects for regional development instruments and to protect and sustain local culture and meet the demands of today's tourists. For the purpose of security and providing the sustainability of local culture diversities in the world, national and international organizations register and put under protection the local gastronomy assets. This occurs in various proportions. In order to compete with regional tourism, a variety of tourist attractions should be developed. Turkish cuisine one of three top cuisines in the world. The aim of this chapter is to emphasize the importance of marketing strategy on social media for the traditional Turkish cuisine and Turkish cultural cuisine.


Author(s):  
Eda Turanci ◽  
Nefise Sirzad

Corporate social responsibility is the responsibility of the corporations towards the stakeholders, the environment, and society. It covers the voluntary practices for the solution of social problems. Similar to other areas, new media applications offer new opportunities in terms of corporate social responsibility practices. In addition, it is now possible for companies to benefit from four different types of media: “paid, earned, shared, and owned media”. The purpose of this study is to reveal how corporations take advantage of paid, owned, earned, and shared media using new media applications in their social responsibility practices. For this purpose, the Vodafone Turkey Foundation's #BuMamaBenden project is selected as a case study and examined. The research results show that new media applications can be used as an effective tool to reach people. Moreover, the coordinated use of these four media types can increase the impact of corporate social responsibility projects and keeps them alive.


Author(s):  
Erman Benli

Optimal mode of risk control must be chosen for each case using comparative analysis. This chapter compares the strict liability and regulatory safety standards for controlling content-related risk of harm provided by family leader's minor. The model in this chapter is based on Miceli et al. (2013)'s model regarding product-related risks adapted into content-related risks of harm through new media tools by family leader's minor. Under certain assumptions, when end users perceive the risk accurately, strict liability and optimal regulatory safety standard achieve the first-best outcome. On the other hand, when end users perceive the risk inaccurately, strict liability is preferred over regulation. Therefore, strict liability of family leader's rule (art.369 of Turkish Civil Code No. 4721) is efficient, because it achieves socially optimal outcome (first-best outcome) independent from the end users' perception of risk under the assumption of susceptibility to the same harm.


Author(s):  
Şule Erdem Tuzlukaya

Recently, research on new media has grown rapidly. However, business and management research categories that focus on new media have not received much scholarly attention. To improve our understanding of the structure of this research area within other disciplines, this chapter focuses on revealing the bibliometric structure of the documents. An overview is provided in terms of the documents that are located under the business and management categories of Web of Science. This chapter reviews 62 documents with a focus of revealing descriptive outputs. Accordingly, the authors and the most relevant approaches are mapped within the field. The analysis identifies top contributors and their field of studies. Also, conceptual and intellectual structures are revealed. Findings uncover research topics and theoretical foundations of the field and how certain conversations pursue them through different conceptualizations. Building on the results, future research opportunities are also identified.


Author(s):  
Mehmet Ramazan Yıldızgörür

This study was inspired by the SWOT analysis method to evaluate the relationship between digital technologies and journalism. SWOT analysis is a self-assessment method based on strengths and weaknesses, opportunities, and threats. Although it is a technique commonly used in the field of organizational communication and marketing field, it is seen as a suitable frame to address the strengths and weaknesses of digital technologies in the context of journalism and to evaluate the opportunities and threats it offers. Accordingly, after considering the strengths and weaknesses of digital technologies in the context of journalism, the opportunities and threats it presents will be evaluated. The main questions to be answered in this study can be listed as follows: How does digitalization affect journalism positively and negatively? What are the strengths and weaknesses of digital technologies in the context of journalism? What are the opportunities and threats that digital technologies offer for journalism?


Author(s):  
Ozlen Ozgen ◽  
Veysel Karani Sukuroglu ◽  
Basak Akar

The main purpose of the study is to reveal the relations between the internet and social media usage and the basic motives behind the actions and engagements of political consumers departing from the thoughts and individual experiences of scholars. Therefore, the study first draws a framework of the political consumer, political consumerism, and the effects of political consumerism. Then it investigates the link between the internet and social media use and the aforementioned concepts. In other words, the purpose of the study is to analyze the extent to which internet and social media use and increase the likelihood of engaging in political consumerism through the method of a case study. As a method of sampling, quota sampling method was chosen. The in-depth interviews were performed in a semi-structured form to maintain the coherence and details. The results of this study and similar studies are thought to be beneficial for improving the quality of life for consumers, corporations, and governments related to agenda setting and policy making.


Author(s):  
Ilgar Seyidov

The internet and development of information technologies brought about the emergence of digital communication tools. In this vein, social media have become a phenomenon in terms of creating informative, interactive, and participatory platforms for the individuals. The social media tools have become prominent not only for public relations or communications experts, but also for politicians, scholars, groups, brands, organizations, etc. One of the effective social media tools is Twitter, which has been focus of political communication research due to its tendency of creating discussion platform that allows the users to involve in and interact with each other. This study focused on how Twitter creates the two-way interaction for the users and what the main components of this interaction are. In addition, the contribution of Twitter to organizational promotion was also another concern of the study. In this context, the research focuses on both inter-organizational and individual levels. Multiple case study technique was used as research technique. Five different cases were analyzed.


Author(s):  
S. S. M. Sadrul Huda ◽  
Afsana Akhtar ◽  
Md. Humayun Kabir ◽  
Omar Faruq

Advertisements are constantly losing their appeal as people question their credibility. Advertising agencies are pushing the boundaries to increase their ad reach, but they seem to forget about this. This chapter focuses on the factors that might be the reason for the failure of the current advertisement industry in Bangladesh. This chapter is based on secondary research and field surveys. Secondary research was done based on several renowned research papers, journals, newspaper articles, and so forth. The field survey was conducted specifically focusing on the advertisement experts, executives of 300 advertising agencies in Bangladesh. Almost all of the respondents agree that ads are transforming rapidly. They also agree with the fact that these ads are becoming really interesting to watch. At the same time, respondents think that ads are somehow negatively affecting the cultural and social issues of Bangladesh. They have also marked down some ethical issues of the current advertising trend of Bangladesh.


Author(s):  
Hande Emin Benli

New media applications become vital in order to compete as a country and as human beings. Despite the positive impact and increasing global usage of new media applications, some countries have low new media applications penetration when others have high. This should be analyzed and evaluated within the countries' own macroeconomic and institutional dynamics. Dynamic motives as institutional, macroeconomic, infrastructural, and political factors heavily divined and also easily damage the current and future conditions of the countries. This work conceptually and concretely investigated the role of specific factors. Macroeconomic factors are determined as population, GDP growth rate, and population rate of the countries. Institutional factors are evaluated through political stability index, rule of law index, and civil liberties index of each sample country. Infrastructural factors, business environment, and investments were analyzed with looking at international internet bandwidth per internet users and competitiveness data for countries.


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