scholarly journals Challenges of navigating brands through social media

2021 ◽  
Vol 72 (3) ◽  
pp. 413-430
Author(s):  
Tajana Marušić ◽  
Tihomir Vranešević
Keyword(s):  
Social Media ◽  
Real Time ◽  
Banking Sector ◽  
Brand Management ◽  
Main Idea ◽  
Advantages And Disadvantages ◽  
Marketing Managers ◽  
Challenging Environment ◽  
Depth Interviews ◽  
Insight Into

Creating and maintaining a successful brand has always been a longterm activity that required skills, knowledge, financial means and time. The success of global brands did not happen over time, and it seems that before social media there was always something precious that brand`s had – time. Time to communicate, time to create marketing campaigns, time to grow and evolve. Today, in the time of social media – there is everything but the time. Communication between consumers and brands is fast, global, and exposed for everyone to see and comment thanks to social media. Brands are more vulnerable than ever; consumers are in the position of power and now take an equal part in creating brands success. Brand management is changing, and marketing managers are faced with many challenges of navigating brands through social media. These challenges were the main idea behind the article. Explorative qualitative research was conducted by in-depth interviews of ten successful marketing managers in Croatia from various industries. From marketing agencies, food companies, the banking sector to the IT sector and direct TV sales, retail chain of sports shoes and equipment. In-depth interviews provided insight into their opinions based on experience in topics such as advantages and disadvantages of advertising on social media, measurement of advertising on social media, major challenges in brand management in a social networking environment; whether social networks and social media are synonymous or two different terms; what are the advantages and disadvantages of real-time consumer communication: and ultimately whether influencers are an indispensable variable in today’s advertising or just a passing trend. Results showed that for marketing managers in Croatia some of the advantages of social media are smart and targeted advertising, the fast possibility of reaction by brands, detailed analytics via Google and Facebook, relatively small financial expenses compared to other media such as TV, and communication with consumers in real time. The disadvantages of social media are mostly that it is an extremely sensitive platform for communication with consumers due to the positive and negative consumer comments; potential long-term consumer saturation with advertising; certain errors in communication remain forever, etc. Authors of this paper hope that it will encourage further research and discussion by enabling much-needed insight into everyday challenges marketing managers face in Croatia, as well as globally while navigating the success of brands through the dynamic and challenging environment of 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.

Reputational intelligence: innovating brand management through social media data

2019 ◽  
Vol 120 (1) ◽  
pp. 40-56 ◽  
Author(s):  
Ana-María Casado-Molina ◽  
Celia M.Q. Ramos ◽  
María-Mercedes Rojas-de-Gracia ◽  
José Ignacio Peláez Sánchez
Keyword(s):  
Social Media ◽  
Business Intelligence ◽  
Banking Sector ◽  
Brand Management ◽  
Intangible Assets ◽  
Digital Ecosystems ◽  
Content Type ◽  
General Managers ◽  
Tangible Assets ◽  
Complex Relationships

Purpose Companies are currently facing the challenge of understanding how their business is affected by the large volume of opinions continually generated by their stakeholders in social media regarding their intangible assets (experiences, emotions and attitudes). With this in mind, the purpose of this paper is to present an innovative management model, named E2AB, to measure and analyse reputational intangibles from digital ecosystems and their impacts on tangible assets. Design/methodology/approach The methodology applied was big data and business intelligence techniques. These methods were used in the computing process to obtain daily data from every asset guarantees that the model is validated with robust data. This model has been corroborated using data from the banking sector, specifically 402,383 net data inputs from the digital ecosystems. Findings This study illustrates the existence of a holistic influence of intangible assets over tangible assets. The findings demonstrate complex relationships between tangible and intangible assets, determined not only by the type of variable but also by its valence and intensity. Practical implications These findings may help chief communication officers and general managers a better understanding of how intangible assets extracted from online users’ opinions are related to their organisation’s tangible assets plus a chance to find out about their impact and how to manage them for a practical and agile decision making in real time. Originality/value It is a pioneering work in establishing a model, which demonstrates transversal and holistic relationships between relational intangible and tangible assets of firms from digital ecosystems, using business intelligence techniques.

scholarly journals Using ZMET for Investigating the Role of Social Media in the Employment Process

2017 ◽  
Vol 10 (1) ◽  
pp. 9-32
Author(s):  
Magdalena Danileț ◽  
Claudia Stoian
Keyword(s):  
Social Media ◽  
Job Seekers ◽  
Media Environment ◽  
The Social ◽  
Employment Setting ◽  
Zaltman Metaphor Elicitation Technique ◽  
Use Of Social Media ◽  
Depth Interviews ◽  
Insight Into

Abstract The purpose of this paper is to explore the role of social media in the employment setting as it is perceived by the job seekers. The study is a qualitative investigation in which thirteen in-depth interviews based on Zaltman Metaphor Elicitation Technique (ZMET) were conducted in order to gain a deeper understanding of the link between social media and the process of employment. The 22 elicited bipolar constructs associated with the role of social media in the employment setting were framed into six deep metaphors: Connection, Resource, Journey, Control, Affective Distress and Transformation. The size of the sample and the deeply subjective nature of answers provided by the subject’s limits the generalization of the results for a wider range of job seekers in the social media environment. This research provids an insight into deep-seated motivations, attitudes and behaviors involved in the use of social media by job seekers.

scholarly journals Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry

2019 ◽  
Vol 5 (1) ◽  
pp. 205630511983258 ◽  
Author(s):  
Ryan Stoldt ◽  
Mariah Wellman ◽  
Brian Ekdale ◽  
Melissa Tully
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Tourism Industry ◽  
Third Party ◽  
Travel And Tourism ◽  
The Social ◽  
And Control ◽  
The Relationship ◽  
Depth Interviews ◽  
Insight Into

This study examines the relationship between travel influencers (e.g., bloggers and social media personalities) and destination marketers within the changing travel and tourism industry. Through in-depth interviews, observations, and document analysis, we explore the tensions between travel influencers and destination marketers that shape the way travel is promoted, labor is compensated, and professional structures are negotiated. We examine a new breed of travel and tourism worker—intermediaries who seek to professionalize and formalize the relationship between influencers and destination marketers while simultaneously solidifying their own role within the industry. Intermediaries promote and facilitate relationships based on structured flexibility—formalized agreements designed to satisfy a brand’s campaign goals yet open enough for influencers to pursue their unique needs. By examining the relationships between digital content creators, destination marketers, and third-party intermediaries, this article provides insight into how digital media industries negotiate the tension between participation and control.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

Young Adults’ Contextualization of Environmental and Sustainability Issues: A Critical Issue for Environmental Education Intervention

2018 ◽  
Vol 3 (1) ◽  
Author(s):  
Anthony KOLA-OLUSANYA
Keyword(s):  
Young Adults ◽  
Environmental Education ◽  
Lived Experiences ◽  
Critical Issue ◽  
Decision Makers ◽  
Research Approach ◽  
Face To Face ◽  
Research Questions ◽  
Depth Interviews ◽  
Insight Into

As soon as decision makers are expected to make differences towards sustainable future, young adults’ ability to make informed and sound decisions is considered essential towards securing our planet. This study provides an insight into young adults’ knowledge of key environment and sustainability issues. To answer the key research questions, data were obtained using a qualitative phenomenographic research approach and collected through 18 face-to-face in-depth interviews with research participants. The findings of this study suggest that young adults lived experiences that play a huge role in their level of awareness of topical environmental and sustainability issues critical to humanity’s future on earth. 

Wykorzystanie mediów społecznościowych w komunikacji z klientem na przykładzie firm sektora piwowarskiego

2015 ◽  
pp. 161-176 ◽  
Author(s):  
Piotr Szamrowski ◽  
Adam Pawlewicz
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Small Enterprises ◽  
Brewing Industry ◽  
Video Sharing ◽  
Advantages And Disadvantages ◽  
Media Platform ◽  
The Individual ◽  
Media Channels ◽  
Regional Character

The main objective of this paper is to identify the platforms and social media tools utilized by the brewing industry in communication with the stakeholders, mainly with potential clients. In addition, the study sought to determine the nature of the published content, identify those responsible for their management, and present the advantages and disadvantages of their conduct in communication and creating the image of the company. The results indicate that only 25% of the surveyed companies do not use social media in PR. This applies only to small enterprises, with regional character. All the major brewing companies in their public relations activities use at least one type of social media, focusing in most cases on social networking (Facebook) and Video Sharing (YouTube). In addition, some of the largest brands included in the individual equity groups have their own social media channels used to communicate with the stakeholders. General promotion of company products and, what is very important, creating a dialogue with social media platform community, were seen as the most important benefits of using social media.

scholarly journals Moving online: young people and parents’ experiences of adolescent eating disorder day programme treatment during the COVID-19 pandemic

2021 ◽  
Vol 9 (1) ◽  
Author(s):  
Phillipa Louise Brothwood ◽  
Julian Baudinet ◽  
Catherine S. Stewart ◽  
Mima Simic
Keyword(s):  
Young People ◽  
Day Treatment ◽  
Free Text ◽  
Treatment Delivery ◽  
Therapeutic Practice ◽  
Advantages And Disadvantages ◽  
Online Treatment ◽  
The Everyday ◽  
Lost In Translation ◽  
Insight Into

Abstract Background This study examined the experiences of young people and their parents who attended an intensive day treatment programme for eating disorders online during the global COVID-19 pandemic. Methods Online questionnaires were completed by 14 adolescents (12–18 years) and their parents (n = 19). The questionnaires included a mixture of rating questions (Likert scale) and free text responses. Free text responses were analysed using reflexive thematic analysis. Results Three main themes were identified: 1) New discoveries, 2) Lost in translation and 3) The best of a bad situation. This study provides insight into the benefits and pitfalls of online treatment delivery in the adolescent day programme context, which has rapidly had to become part of the everyday therapeutic practice. Results indicate that there are advantages and disadvantages to this, and that parents and young people’s views differed. Conclusions This study suggests that the increased accessibility provided by online working does not necessarily translate to increased connection. Given the importance of therapeutic alliance in treatment outcomes, this will be an important consideration for future developments of online intensive treatments.

Social Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality Operators

2021 ◽  
pp. 193896552199308
Author(s):  
Kathryn A. LaTour ◽  
Ana Brant
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Real Time ◽  
Brand Image ◽  
Customer Experience ◽  
Current Experience ◽  
Social Listening

Most hospitality operators use social media in their communications as a means to communicate brand image and provide information to customers. Our focus is on a two-way exchange whereby a customer’s social posting is reacted to in real-time by the provider to enhance the customer’s current experience. Using social media in this way is new, and the provider needs to carefully balance privacy and personalization. We describe the process by which the Dorchester Collection Customer Experience (CX) Team approached its social listening program and share lessons to identify best practices for hospitality operators wanting to delight their customers through insights gained from social listening.

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