Taking Stock of the Digital Revolution: A Critical Analysis and Agenda for Digital, Social Media, and Mobile Marketing Research

2015 ◽  
Author(s):  
Cait Poynor Lamberton ◽  
Andrew T. Stephen
Keyword(s):  
Social Media ◽  
Critical Analysis ◽  
Marketing Research ◽  
Mobile Marketing ◽  
Digital Revolution

Indigenous language newspapers and the digital media conundrum in Africa

2021 ◽  
pp. 026666692098340
Author(s):  
Kevin Onyenankeya
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Digital Transformation ◽  
Qualitative Approach ◽  
Indigenous Language ◽  
Technological Determinism ◽  
Traditional Media ◽  
Digital Revolution ◽  
The Future ◽  
Major Factors

The future of journalism is being shaped by the convergence of technology and societal shifts. For indigenous language press in Africa battling to stay afloat amidst stiff competition from traditional media, the pervasive and rapidly encroaching digital transformation holds both opportunities and potential threats. Using a qualitative approach, this paper examined the implication of the shift to digital media for the future of the indigenous language newspaper in Africa and identifies opportunities for its sustainability within the framework of the theories of technological determinism and alternative media. The analysis indicates poor funding, shrinking patronage, and competition from traditional and social media as the major factors facing indigenous newspapers. It emerged that for indigenous language newspapers to thrive in the rapidly changing and technology-driven world they need to not only adapt to the digital revolution but also explore a business model that combines a futuristic outlook with a practical approach.

From zones to Zoom: Shakespeare on screen in the digital era

2021 ◽  
pp. 018476782110083
Author(s):  
Sarah Hatchuel ◽  
Nathalie Vienne-Guerrin
Keyword(s):  
Social Media ◽  
20Th Century ◽  
The Internet ◽  
Digital Revolution ◽  
Digital Era ◽  
Production Distribution ◽  
Production And Distribution

This introduction explores the consequences of the digital revolution on the production, distribution, dissemination, and study of Shakespeare on screen. Since the end of the 20th century, the rise (and fall) of the DVD, the digitalisation of sounds and images allowing us to experience and store films on our computers, the spreading of easy filming/editing tools, the live broadcasts of theatre performances in cinemas or on the Internet, the development of online archives and social media, as well as the globalisation of production and distribution have definitely changed the ways Shakespeare on screen is (re)created, consumed, shared, and examined.

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Online-Marketing Schritt für Schritt

2021 ◽  
Author(s):  
Gerald Pilz
Keyword(s):  
Social Media ◽  
Big Data ◽  
Marketing Mix ◽  
Online Marketing ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Soziale Medien ◽  
Marketing Social ◽  
E Mail

Das Online-Marketing hat sich in den vergangenen Jahren in beschleunigender Weise professionalisiert und ausdifferenziert. Die Dynamik von Geschäftsmodellen und die stetige Erweiterung technischer Möglichkeiten lassen immer weitere Marketinginstrumente entstehen. Gleichzeitig wirken soziale Medien und Big Data auf dieses Fachgebiet ein, so dass durch passgenaue Bedarfsermittlungen das Internetmarketing inzwischen von vielen Profis als weitaus wirksamer angesehen wird als der herkömmliche Marketing-Mix. Das Buch behandelt die Themen Banner-Werbung, E-Mail- Werbung, Affiliate-Marketing, SEO bzw. Suchmaschinenoptimierung, SEA bzw. Suchmaschinenwerbung, Blog-Marketing, Influencer-Marketing, Social-Media-Marketing, Mobile Marketing sowie Online-Marktforschung. Zahlreiche Übersichten, Merksätze, Zusammenfassungen und vielfältige Aufgaben mit Lösungen erleichtern das Verständnis.

scholarly journals Engaging for Puerto Rico: #RickyRenuncia (and #RickySeQueda) during El Verano del 19 and digital identities

2019 ◽  
Author(s):  
Danilo T Perez-Rivera ◽  
Christopher Torres Lugo ◽  
Alexis R Santos-Lozada
Keyword(s):  
Social Media ◽  
Puerto Rico ◽  
Social Activism ◽  
The United States ◽  
The Political ◽  
Digital Revolution ◽  
The People ◽  
The Social ◽  
The World ◽  
Puerto Rican Diaspora

Between July 13-24, 2019 the people of Puerto Rico took the streets after a series of corruption scandals shocked the political establishment. The social uprising resulted in the ousting of the Governor of Puerto Rico (Dr. Ricardo Rosselló, Ricky), the resignation of the majority of his staff something unprecedented in the history of Puerto Rico; this period has been called El Verano del 19 (Summer of 19). Social media played a crucial role in both the organization and dissemination of the protests, marches, and other activities that occurred within this period. Puerto Ricans in the island and around the world engaged in this social movement through the digital revolution mainly under the hashtag #RickyRenuncia (Ricky Resign), with a small counter movement under the hashtag #RickySeQueda (Ricky will stay). The purpose of this study is to illustrate the magnitude and grass roots nature of the political movement’s social media presence, as well as their characteristics of the population of both movements and their structures. We found that #RickyRenuncia was used approximately one million times in the period of analysis while #RickySeQueda barely reached 6,000 tweets. Particularly, the pervasiveness of cliques in the #RickySeQueda show concentrations of authority dedicated to its propagation, whilst the #RickyRenuncia propagation was much more distributed and decentralized with little to no interaction between significant nodes of authority. Noteworthy was the role of the Puerto Rican diaspora in the United States of America and around the world, contributing close to 40% of all geo-located tweets. Finally, we found that the Twitter followers of the former governor had indicators of being composed of two distinct populations: 1) those active in social media and 2) those who follow the account but who are not active participants of the social network. We discuss the implications of these findings on the interpretation of emergence, structure and dissemination of social activism and countermovement to these activities in the context of Puerto Rico.

scholarly journals Estratégias de marketing digital em empresa do segmento gamer brasileiro: o caso Hoplon

2018 ◽  
Vol 1 (41) ◽  
pp. 52
Author(s):  
Alef Muller Silva de Souza ◽  
Lúcia De Fátima Lúcio Gomes da Costa
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Media Optimization ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Social ◽  
Optimization Search ◽  
E Mail

A finalidade do presente estudo foi analisar as estratégias de marketing digital utilizadas pela empresa desenvolvedora de jogos Hoplon Infortaiment, atuante no segmento gamer brasileiro e no mercado global. Para isso, foi necessário verificar as estratégias de marketing digital da empresa decorrentes de páginas digitais, tecnologias mobile, redes sociais, plataformas de busca, presença digital, e-mail marketing, mobile marketing, social media marketing e social media optimization, search engine marketing e search engine optimization, além do benchmarking como ferramenta de gestão para melhoria de estratégias de marketing digital. Realizou-se um estudo de caso, de base qualitativa exploratória, visando esclarecer o processo de estratégias de marketing digital que ocorrem na empresa. Com base nos dados levantados através de entrevista semiestruturada, verificou-se a importância do marketing digital para as ações da empresa, como forma de entregar valor agregado aos seus usuários. Como resultado, ao utilizar-se da internet como ferramenta de marketing para atingir o público alvo, a empresa mostrou-se eficaz ao adaptar seus conteúdos às características específicas do segmento, firmando o enfoque no uso de plataformas online, páginas digitais e mídias sociais, para aumentar o alcance de publicidade a nível global e atingir a satisfação e manutenção de seus clientes.

scholarly journals Philosophical Reflections: Critical Analysis of Learning Strategies for Science Practicum During the COVID-19 Pandemic

2020 ◽  
Vol 1 (2) ◽  
pp. 78-89
Author(s):  
Budiyono Saputro ◽  
Muh Saerozi ◽  
Fadhil Ardhiansyah
Keyword(s):  
Social Media ◽  
Learning Strategies ◽  
Critical Analysis ◽  
Research Method ◽  
Learning Strategy ◽  
Descriptive Study ◽  
Natural Sciences ◽  
Qualitative Descriptive ◽  
Student Center ◽  
Evaluation Of Learning

The purpose of this study is to obtain a critical description of the learning strategy for science practicum during the COVID-19 pandemic. The research method was a qualitative descriptive study. The respondents of this study were lecturers and students of the Natural Sciences within the Indonesia Natural Sciences Tadris Association. The research instruments were in the form of questionnaires and a list of questions related to the learning of science practicum during the COVID-19 pandemic. The results showed the highest percentage of each learning strategy indicator for science practicum used by lecturers as follows: (1) 68.75% for the student center approach, (2) 50% for problem-based learning strategy, (3) 31.25% for self-practicum technique, (4) 31.25% for WhatsApp media, (5) 31.25% for self-assignment evaluation, (6) 93.75% for the indicator of the success of self-practicum, (7) 68.75% social media and signal supporting factors, (8) 31.25% for internet network obstacle, (9) 68.75% for the method to discover the practicum skills by playing the video of student’s results of practicum at home. The recommendation of this study should be carried out independently in each student's home by utilizing tools and materials around their environment and evaluation of learning is done through self-assignments or practicum videos sent to lecturers.

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