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1
Gjika, Jonida. "Regulation of Electronic Communications Market." European Journal of Multidisciplinary Studies 1, no. 1 (April 30, 2016): 122. http://dx.doi.org/10.26417/ejms.v1i1.p122-125.
Повний текст джерелаАнотація:
The field of electronic communications for the importance of the everyday life, and the impact that reflects the economic development, it is considered important, so that the approach to electronic communications services has found attention from state structures in each country, consequently in Albania. Its electronic communications market operates on the basis of a special material law, under the supervision and continuous monitoring of the regulatory entity (AEPC), who fulfills his regulatory mission through ex-ante intervention in the market, as well as attention and legal responsibility over those of the Competition Authority which extend its effects through ex post interventions. The structure of the market for the (number and dimensions of the players) in order to successfully fulfill the regulatory mission it should not be a political objective, but to be finalized in concrete results. Political objectives focused on innovation and technological innovation, to increase investment, expanding opportunities for consumer choice, in terms of competitive prices for market products /services, which ultimately serve for the final goal of the regulator to maximize social welfare, are provided to only as a combination of regulatory measures and legal instruments to achieve those objectives, through the use of appropriate models for market regulation as a first step to target the achievement of effective and comprehensive competition, and measuring the performance of the markets in which regulation orients in a competitive market dynamic.
2
Izakova, Natalya, Larisa Kapustina, and Andrei Drevalev. "Performance of Social Media Marketing Communications of Industrial Companies." SHS Web of Conferences 93 (2021): 03027. http://dx.doi.org/10.1051/shsconf/20219303027.
Повний текст джерелаАнотація:
Social media activities create additional opportunities for industrial companies to increase sales in industrial markets. The results will be influenced by the intensity of communications and posting online, as well as the content and its integrity. The article analyses current trends, prospects and possibilities of using digital marketing communications in industrial markets. Advantages and disadvantages of social media marketing for industrial companies are identified. The authors propose a methodology for assessing the performance of social media marketing for industrial companies. It includes correlation analysis, one-way ANOVA test and t-test. The authors have conducted a study of social media marketing communications of industrial companies operating in the PVC profile market. Methods of mathematical statistics were used to test the hypotheses about the influence of social media marketing activities on the results of the SEO promotion of industrial companies. Analysis of the marketing communications performance of the PVC profile producers showed that companies with active approach to social media marketing communications have significantly more search queries in the Yandex search engine.
3
El-Bassiouny, Noha, Menatallah Darrag, and Nada Zahran. "Corporate Social Responsibility (CSR) communication patterns in an emerging market." Journal of Organizational Change Management 31, no. 4 (July 2, 2018): 795–809. http://dx.doi.org/10.1108/jocm-03-2017-0087.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to explore the concept of Corporate Social Responsibility (CSR) communication. This paper specifically aims at introspecting into CSR communication patterns in the Egyptian context, where the top ten companies in the Egyptian Stock Exchange–Environmental, Social and Governance Index (EGX-ESG) are sampled. Design/methodology/approach The paper presents an exploratory study where content analysis of the communications of the ten top-listed companies in the ESG Index in Egypt was analyzed. Findings The results showed that most companies are using the “stakeholder information” strategy, with the “stakeholder involvement” strategy being the least used. Research limitations/implications The results are limited to the use of the content analysis method which is a qualitative methodology. Hence, the results should be generalized with caution. Practical implications CSR communication is crucial to the success of companies, regardless of business size, industry or culture. Several aspects of CSR communication, to this day, remain vague for academics and practitioners alike. Therefore, additional insights about the topic should be generated. The present work aids in the understanding of CSR communication as a facet of organizational change and a new trend in emerging markets. Social implications The current exploratory study sheds light on the topic of CSR communication in an important emerging market in transition, namely Egypt. The results of the communication strategies utilized by the top-listed companies can be generalized to other similar contexts. Originality/value The majority of the studies conducted on this particular topic took place in the USA and Europe; hence, few insights are provided about the concept in emerging markets.
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Li, Dongmei, Robert Kreuzbauer, Chi-yue Chiu, and Hean Tat Keh. "Culturally Polite Communication: Enhancing the Effectiveness of the Localization Strategy." Journal of Cross-Cultural Psychology 51, no. 1 (December 16, 2019): 49–69. http://dx.doi.org/10.1177/0022022119893464.
Повний текст джерелаАнотація:
Although global brands entering local markets often use localized communication (i.e., incorporation of local cultural elements in their marketing communications), the fundamental question of when and why the local community would react favorably to this strategy is still not fully answered. This research draws on the communication accommodation theory to address this question. Results from four studies show that local consumers evaluate a global brand less positively when it incorporates high-symbolic (vs. low-symbolic) local cultural elements in its marketing communication. Notably, the positive effect of culturally polite communication on consumers’ evaluations of a global brand occurs only in the local market, but not when the communication occurs in another market. Moreover, localization efforts by a global brand result in a strong localness perception, which has a positive effect on brand evaluation. Indeed, a strong localness perception of the global brand could even overshadow the need for culturally polite communication.
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PRDIĆ, NEDELJKO, and SARA KOSTIĆ. "INTEGRATED MARKETING COMMUNICATIONS IN THE FUNCTION OF BAZAARS’ PROMOTION." Kultura polisa, no. 45 (July 3, 2021): 363–74. http://dx.doi.org/10.51738/kpolisa2021.18.2r.5.03.
Повний текст джерелаАнотація:
Bazaars are important topic in historical and also modern market approach, as one of the basic marketing channals for sale of agriculture products. Perception of bazaar markets in the future is not real without usage of integrated marketing communications in comuniaction with costumers. IMC enable for bazaars to make an efficient contact with consumers and other public, for the purpise of fullfiling busines aims of bazaars on market. Research results show that the efficiency of bussines is manifested in tactical integrated marketing communications. By experience method and methods of marketing research, we came to conclusion that integrated marketing communications may promote bazaars on the market using sinergy of different instruments. The conclusion is that IMK are much cheaper in comparison to mass comunications and ti is possible to promote bazaars on the market and stress their social role, using IMK.
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Zavrazhnyi, Konstyantyn Yu. "Economic Mechanism for Managing the Communication Business Process of Industrial Enterprises in the Context of Globalization." Mechanism of an Economic Regulation, no. 4 (2020): 63–73. http://dx.doi.org/10.21272/mer.2019.86.07.
Повний текст джерелаАнотація:
The paper provides a definition of the economic mechanism for managing the communication business processes of industrial enterprises in the context of globalization as a set of a system of relations, authorities, forms and methods of organization and operation, which are regulated by legal and other norms of activity and provide effective interaction in internal and external environments. This allows to deepen the understanding of the essence in the context of globalization under the orientation towards communication (we mean interaction first of all). The composition of the comprehensive economic mechanism for managing the communication business processes of industrial enterprises is studied. This mechanism includes organizational, economic, legal, political, technical and technological, market, production, social, motivational, adaptive and communication submechanisms. This allows further formalization of the process of elemental improvement of the communication business processes of industrial enterprises. The components of mechanism are detailed. In particular, the economic submechanisms include the mechanisms of profits distribution, economic stimulus, financial, equity, investment and reinvestment in development and other mechanisms. The legal submechanisms include the mechanisms, which govern communication and professional legal relations. Organizational submechanisms include structural mechanisms, administrative and information mechanisms that ensure the development and modernization of communication activities at the enterprise, its information security. Political submechanisms include mechanisms of information policy, social and economic policy and foreign economic policy. Market submechanisms include the ones of market competition, demand and supply, etc. Social submechanisms include the ones of transparency of doing business, social responsibility, social and psychological impact, etc. Production submechanisms include the following ones: resource, implementation of new types of software and hardware and other. Technical and technological submechanisms include the ones of scientific and technological progress, technological updates. Motivational submechanisms include the mechanisms of material and non-material incentives of personnel. Adaptive submechanisms are the submechanisms of innovative development (including implementation of innovations in information field), managing the personnel potential, etc. Communication submechanisms include the ones of information-and-analytical activities (including research conducting); external communications (including the system of integrated communications tools, modern telecommunications and communications facilities); internal communications (including creating corporate culture). Key words: economic mechanism, submechanisms, management, communications, business processes, industrial enterprise.
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Bednarz, Joanna, and Patricia Orelly. "The importance of social media on the FMCG market in Bangladesh." International Journal of Management and Economics 56, no. 3 (September 30, 2020): 230–42. http://dx.doi.org/10.2478/ijme-2020-0019.
Повний текст джерелаАнотація:
AbstractObjectiveThe purpose of this paper is twofold: first, to identify the general use of the internet and examples of main social media used by residents of Bangladesh and second, to discover their potential in building marketing communication between FMCG manufacturers and consumers.MethodsThe research method used is a quantitative survey (face-to-face interviews) on the sample of 100 consumers conducted in September 2019 in Dhaka, the capital of Bangladesh.Key findingsThe majority of respondents have regular access to internet facilities and mainly two social media platforms are used: Facebook and YouTube. Product informations are sent to these media platforms for making purchasing decisions of the products of the FMCG market. Mostly males and the youngest group of respondents show the highest interest to social media.OriginalityThis study contributes to the literature to develop the understanding of marketing communications from the perspective of FMCG manufacturers entering Bangladesh, as it is being the emerging market.
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Graham Spickett‐Jones, J., Philip J. Kitchen, and Jon D. Reast. "Social facts and ethical hardware: Ethics in the value proposition." Journal of Communication Management 8, no. 1 (December 31, 2003): 68–82. http://dx.doi.org/10.1108/13632540410807556.
Повний текст джерелаАнотація:
Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage. Using an uncertainty‐reduction model adapted from the diffusion literature, it is suggested that appropriately communicated moral and ethical values can have a role in underpinning an organisation’s reputation and “trusted capacities”, thereby heightening confidence in likely future actions, offering a predictive mechanism for lowering uncertainty in market transactions, and facilitating a potential to trade by offering a rationale for an organisation’s secure market position. Underpinned by ethical principles, the paper proposes implications for the role of “reputation for trustworthiness” and its symbolic evocation. It is argued that a reputation can become accepted as a social “fact”, able to endure critical interrogation in its social environment.
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Kostynets, Iuliia, and Bogdan Kolesnyk. "SOCIAL NETWORKS AS TOOLS OF MARKETING COMMUNICATIONS IN THE DIGITAL ENVIRONMENT." Actual Problems of Economics 1, no. 223 (January 22, 2020): 102–8. http://dx.doi.org/10.32752/1993-6788-2020-1-223-102-108.
Повний текст джерелаАнотація:
The article is devoted to the study of the use of social networks as a tool of marketing communications, in particular, the use of Facebook for marketing purposes. Trends in the development of advertising on the Internet, social networks, search engines and types of Internet advertising, marketing communications on the Internet and modern methods of marketing research are analyzed. In today's world, the issues of mass communication in the digital environment are becoming extremely important. This is a large system of specific communicative activities. In this regard, the systematization of information about existing methods, the development of a convenient and modern classification and the search for ways to increase the influence of communication texts on social networks becomes especially important. Internet technologies have always been considered promising by marketers due to their scale - the number of people that can be reached. However, with the increase in the number of users, the Internet has become a huge digital market, which is no less difficult to stand out than the regular market. Social networks offer the widest set of marketing tools in the history of Internet technologies. In addition to the measurement of conversions and multi-channel attribution (analysis of which advertising delivery channel had the greatest impact on the consumer), which have already been offered by search engines, there are tools of marketing communications of unprecedented scale. An important role is played by the format of advertising on social networks, which tries to be useful, relevant to the consumer and not like traditional advertising. Regularities between the growing need to use Internet resources in marketing and the necessary knowledge about the history of development and ways to apply the functions of the studied systems on the Internet are identified. It is proved that today advertising on the Internet is one of the most effective areas of marketing communications, which aims to inform consumers about goods, services or the company it self.
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Bode, Ingo. "Social care going market." Journal of Comparative Social Work 5, no. 1 (April 1, 2010): 39–54. http://dx.doi.org/10.31265/jcsw.v5i1.52.
Повний текст джерелаАнотація:
Over the last two decades or so, major Western societies have remoulded the institutional set-up by which they are deailing with social risks related to frailty during old age. While the 20th century had brought a transnational tendency towards the establishment of elderly care ‘going public’, the proliferation of more market-based services brings confusion into the societal norm-set underlying the aforementioned tendency. Marketisation has placed the emphasis on economic values engrained in liberal worldviews, leading into a new welfare culture that devaluates universalism and reemphasises the sovereignty of the individual. However, the new cult of the individual produces contradictory signals. Drawing on an encompassing study on the ‘culture of welfare markets’ in elderly care provision, covering two (post-)liberal and two (post-corporatist) welfare regimes (Canada, Britain; France, Germany), the paper looks at these fuzzy developments in order to assess the cultural embeddedness of what can be referred to as the mixed economy of elderly care. The analysis, charting major patterns of both institutional change and public communication around it, elucidates that we currently are facing a permanent struggle between liberal values and (renewed) elements of the ‘going-public-agenda’ proliferating over the 1970s and 1980s, that is, a hybrid and ‘nervous’ cultural configuration in which senior social citizenship remains an issue, albeit on precarious foundations.
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Stříteský, Václav, Adriana Stránská, and Peter Drábik. "Crisis communication on Facebook." Studia Commercialia Bratislavensia 8, no. 29 (June 1, 2015): 103–11. http://dx.doi.org/10.1515/stcb-2015-0010.
Повний текст джерелаАнотація:
Abstract The aim of this paper is to present the issue of crisis communication under the newly created conditions of social media and evaluate the importance of social network site Facebook for crisis communication on the Czech market. The paper presents findings from a survey of Czech Facebook users. It examines the consumer complaining behaviour in the context of social media that can serve as a new platform to voice customer negative experiences. Differences between customers using traditional communications channels and those using social media platforms are identified and discussed.
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Akimova, E. "Limitations in the Use of Social Network Analysis Methods in Marketing Project Management." Scientific Research and Development. Russian Journal of Project Management 10, no. 3 (November 23, 2021): 21–29. http://dx.doi.org/10.12737/2587-6279-2021-10-3-21-29.
Повний текст джерелаАнотація:
One of the trends of the labor market is project management skills. In such conditions, the professional education of a project manager becomes especially relevant since it is often impossible to completely replace it with work experience.
One of the most vital areas for project success is communication management. Nevertheless, in this area, unlike many others, tools that allow objectively analyzing the quality of communications are not used. Relatively recently, a method of social network analysis (SNA) has appeared, which enables, among other things, analyzing communications in projects. Researchers wrote about the applicability of this methodology in project management. This article will identify some of the limitations in the use of SNA in project management.
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Çela, Erlis. "Social Media Usage in Albanian Market." European Journal of Economics and Business Studies 2, no. 1 (August 30, 2015): 65. http://dx.doi.org/10.26417/ejes.v2i1.p65-76.
Повний текст джерелаАнотація:
In nowadays we see a large use of social media in every aspect of the life. Social media personal usage, social media in terms of information (news), social media in elections and of course a large use of this definition is seen also in marketing. Social media is considered as a new medium in two way communication where people can share their experiences and where they can communicate with other people. It is very dynamic comparing to traditional media. What is published now and may be up-to-date today can be disappeared from the virtual environment tomorrow. The interactivity, the share/retweet effect have created the opportunity of reaching to more and more people. Corporations have become aware of these opportunities and also that all eyes were focused on social media for this reason they had to be adapted very quickly to this environment. Nowadays it is very difficult to find any company which does not have at least an account in Facebook. Most of the companies with the aim to reach to more people have created their profiles/pages in all social media platforms. This new development has forced the companies and marketing professionals to direct their market communication strategies also in the social media. The appearance of the new medium and the development in the communication technology has brought huge transformation even in the marketing science.
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Schöps, Jonathan David, Christian Reinhardt, and Andrea Hemetsberger. "Sticky market webs of connection – human and nonhuman market co-codification dynamics across social media." European Journal of Marketing 56, no. 13 (April 4, 2022): 78–104. http://dx.doi.org/10.1108/ejm-10-2020-0750.
Повний текст джерелаАнотація:
Purpose Digital markets are increasingly constructed by an interplay between (non)human market actors, i.e. through algorithms, but, simultaneously, fragmented through platformization. This study aims to explore how interactional dynamics between (non)human market actors co-codify markets through expressive and networked content across social media platforms. Design/methodology/approach This study applies digital methods as cross-platform analysis to analyze two data sets retrieved from YouTube and Instagram using the keywords “sustainable fashion” and #sustainablefashion, respectively. Findings The study shows how interactional dynamics between (non)human market actors, co-codify markets across two social media platforms, i.e. YouTube and Instagram. The authors introduce the notion of sticky market webs of connection, illustrating how these dynamics foster cross-platform market codification through relations of exteriority. Research limitations/implications Research implications highlight the necessity to account for all involved entities, including digital infrastructure in digital markets and the methodological potential of cross-platform analyses. Practical implications Practical implications highlight considerations managers should take into account when designing market communication for digital markets composed of (non)human market actors. Social implications Social implications highlight the possible effects of (non)human market co-codification on markets and consumer culture, and corresponding countermeasures. Originality/value This study contributes to an increased understanding of digital market dynamics by illuminating interdependent market co-codification dynamics between (non)human market actors, and how these dynamics (de)territorialize digital market assemblages through relations of exteriority across platforms.
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Kartseva, Ekaterina A. "Transformation of Art Communications and the Art Market in the Context of Digital Culture." Observatory of Culture 16, no. 1 (March 26, 2019): 16–28. http://dx.doi.org/10.25281/2072-3156-2019-16-1-16-28.
Повний текст джерелаАнотація:
Digital culture has moved people to a fundamentally new environment, which has its own characteristics, patterns and practices. Studies show that the digitalization of society occurs exponentially from year to year. Society is increasingly interacting with digital, and its influence affects various aspects of modern culture. New cultural patterns of behavior are being formed, traditional communication practices are being modified. As any complex phenomenon, digital culture not only opens up new opportunities for society, but also poses new challenges. The search for an effective, ethical, comfortable interaction in the information environment has become one of the urgent tasks. The development of the art market has always largely depended on the quality and level of social and cultural communications. Today, when the mass media in the traditional sense have lost their monopoly on the production and distribution of information, giving way to “mass self-communication”, the art communications, relationships between the artist and the public, and construction of artistic careers are also undergoing certain transformations, influenced by social media. In recent years, the development of network structures, the increasing capabilities of digital storage systems, cryptocurrencies and blockchain registries have significantly changed the established system of the art market. This article is devoted to changes in the characteristics of the art market and its main subjects — artists, collectors, galleries — in the context of digital culture. These processes and paradigmatic shifts are considered both from the point of view of their technological features, and from the point of view of their influence on artistic culture and art communication in general. The article analyzes in detail what negative and positive aspects the digital culture brings to the participants of the art market.
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Kitchen, Philip J., and Tony Proctor. "Marketing communications in a post-modern world." Journal of Business Strategy 36, no. 5 (September 21, 2015): 34–42. http://dx.doi.org/10.1108/jbs-06-2014-0070.
Повний текст джерелаАнотація:
Purpose – The purpose of this paper is to present and discuss information accessibility in today’s world alongside the accompanying demise of corporate invisibility. This is an ever-present communications reality for businesses and consumers in the twenty-first century. Design/methodology/approach – This paper reviews the relevant extant literature relating to economic, social and technological developments and their impact on the post-modern world of marketing communications. It discusses the rip tides of change that impact on that world. Discussion focuses on the changing global environment as a backdrop to observing new trends in the marketplace underpinned by an information explosion. Consumer typologies and their significance are considered generationally in terms of X, Y and Z and explored in the context of postmodernism. Findings – The pace of change in marketplaces and market-spaces everywhere is continuous and accelerating. Inexorably – and perhaps inevitably – marketing communications are changing shape, metamorphosing into new configurations and forms as a result of underlying technological changes and in the face of ongoing recessionary influences. For the first time in history, people are exerting more influence and control over marketing processes. Medias are moving in tandem with the technological drivers, implying that managers, brands and companies should all be proactive in taking advantage of the changing times. Practical implications – Different communications are needed for different markets, but always based on a sound understanding of the dynamics of the markets they address. Not only is an understanding of the needs and wants of different generations important, but also the different economic, social and cultural settings in which consumption takes place. Social implications – Constant technological change is here to stay and has consequences for the ways companies design and implement marketing communications. Originality/value – This paper is original in its assessment of the problems of creating effective marketing communication and in highlighting the issues facing companies in today’s post-modern world. Using generational types presents an interesting way of examining and addressing different markets with different needs.
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Gomes, Eduardo Rodrigues, and Ryszard Kowalczyk. "Learning the IPA market with individual and social rewards." Web Intelligence and Agent Systems: An International Journal 7, no. 2 (2009): 123–38. http://dx.doi.org/10.3233/wia-2009-0158.
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McCosker, Anthony. "Social media work: reshaping organisational communications, extracting digital value." Media International Australia 163, no. 1 (March 1, 2017): 122–36. http://dx.doi.org/10.1177/1329878x17693702.
Повний текст джерелаАнотація:
Social media platforms are associated with significant digital transformations but also carry some uncertainty for organisations seeking to capitalise on their affordances while developing new professional roles. This article explores the characteristics and contexts of social media work and the different approaches of organisations as they enter a second wave of application, moving beyond participation to data extraction within conditions of continuous connectivity and community management. The article uses hybrid methods: analysing job market data and in-depth interviews with 18 social media strategists and workers from 13 different organisations. The analysis is informed by critical accounts of digital labour, and emphasises organisations’ strategic search for new affordances such as analytics that extract additional value from carefully managed communities. The findings reveal how social media work has become diffused across industries, and is understood ‘ecologically’, as a capability that operates right across organisations within a dynamic and changing media environment.
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Autor, David H. "Wiring the Labor Market." Journal of Economic Perspectives 15, no. 1 (February 1, 2001): 25–40. http://dx.doi.org/10.1257/jep.15.1.25.
Повний текст джерелаАнотація:
Workers and jobs are naturally heterogeneous and the quality of their interaction when paired is difficult to forecast. The Internet promises to open new channels for worker-firm communications. What are the consequences of this opening? I discuss three labor market features that may be altered: how worker-firm matches are made; how labor services are delivered; and how local markets shape labor demand. Theory predicts these developments will produce social benefits. But the gains are unlikely to be uniform and realizing them will generate novel problems. One result may be the formation of new institutions to address issues accompanying these opportunities.
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Ursu, Iuliana. "The changing landscape of economy: social and technological progress in explaining the informational efficiency of capital markets." Proceedings of the International Conference on Business Excellence 14, no. 1 (July 1, 2020): 940–52. http://dx.doi.org/10.2478/picbe-2020-0089.
Повний текст джерелаАнотація:
AbstractIn today’s ever-changing landscape of economy, one of the fundamental problems remains whether market mechanisms are functioning in an efficient way, and which are the variables impacting those levels of efficiency. The main objectives of the present paper are to contribute to a better understanding of market mechanisms, by testing the Efficient market hypothesis on its weak form at a macroeconomic level, and to assess the impact of technological and social progress, measured through different variables, on markets informational efficiency. We use an adapted version of L. Kristoufek si M. Vosvrda (L. Kristoufek, M. Vosvrda, 2013, 184) methodology for Efficiency Index, based on long term memory (using 2 estimators), fractal dimension (using 11 estimators), and entropy (estimated through the approximate entropy), in order to assess the levels of efficiency for 20 market indices from both developed and emerging or frontier economies, from the Eurasia region. Further on, by using the Bayesian Model Averaging (BMA), we study the impact of technological and social progress on markets informational efficiency. Main results of the study reveal the existence of a market dynamics characterized by areas with distinctive levels of “informational efficiency”, within both developed and emerging economies, encompassing a non-negligible link between past and present, persistence or anti-persistence, and a high data complexity. Moreover, while studying the relationship between market efficiency and social and technological progress, we observe that variables such as Government Effectiveness, or Control of Corruption, have a positive impact on the levels of efficiency of capital markets, while most of the technological progress estimators (amongst which Computer, communications and other services (% of commercial service exports), or Individuals using the Internet (% of population)), have a negative impact, translated into a decrease of informational market efficiency on the short run (the rise of high frequency trading).
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Gunay, Samet, Vladimir Dzenopoljac, and Nick Bontis. "Social media as a proxy for intellectual capital: Twitter posts in the cryptocurrency market." International Journal of Web Based Communities 18, no. 1 (2022): 1. http://dx.doi.org/10.1504/ijwbc.2022.10044703.
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Wei, Koay Hean, and Khairiah Salwa Mokhtar. "The Role of Communication in the Process of Forming Market-Oriented Party (Mop): Its Importance and Approaches." Journal of Education and Vocational Research 12, no. 1(V) (November 16, 2021): 57–66. http://dx.doi.org/10.22610/jevr.v12i1(v).3240.
Повний текст джерелаАнотація:
This paper discusses the role of communication in the process of market-oriented political modeling. Our theoretical framework benefits from the idea of Lees-Marshment’s model, there are three types of parties that can help meet voters’ needs: product-oriented party (POP), sales-oriented party (SOP) and market-oriented party (MOP). The focus here is MOP, which means developing political policies on the ground of voters’ needs to gain from the voter “market”. The MOP approach relies heavily on effective party-voter communication, before, during and after an election. Specifically, the communication aspect in the process of the MOP approach is discussed, which covers political marketing as a social or communication process in image-building and different approaches in such communication. Various communication modes in gathering voter information are compared in terms of advantages and disadvantages, especially in trust-building and two-way (both verbal and non-verbal) communications. Lastly, a section related to political canvassing is also presented.
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Bulut, Ivana. "SOME CONSIDERATIONS ABOUT THE NEW COMMUNICATIONS PARADIGM." CBU International Conference Proceedings 1 (June 30, 2013): 61–68. http://dx.doi.org/10.12955/cbup.v1.15.
Повний текст джерелаАнотація:
With the development of the Internet, the traditional communication methods became less effective and electronic communication has become the main phenomenon. The aim of the paper is to present an overview and assessment of challenges and opportunities for companies emerging from the greater diversity and complexity in doing marketing in a new communication era. The emphasis is on social media benefits in marketing practice.The paper adopts a theoretical approach and examines how social media marketing issues have emerged, progressed and diversified with the process of the development of information technologies. The paper argues that marketers’ perceptions of marketing in a new communication era have changed with the market expansion of companies and concludes that the social media have a hybrid role in marketing promotion.
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Morra, Maria Cristina, Francesca Ceruti, Roberto Chierici, and Angelo Di Gregorio. "Social vs traditional media communication: brand origin associations strike a chord." Journal of Research in Interactive Marketing 12, no. 1 (March 12, 2018): 2–21. http://dx.doi.org/10.1108/jrim-12-2016-0116.
Повний текст джерелаАнотація:
Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of customer-based brand equity and any difference in the effects according to brand origin associations are investigated. The target group consisted of fans and followers of beer brands on social media. Design/methodology/approach In all, 192 questionnaires were collected a survey link that was posted on beer brand pages that operate in the Italian market. Structural equation modeling was developed to investigate the impact of social and traditional media communication on brand equity and a multi-group analysis to examine the differences according to the brand names’ origin associations. Findings Results show that fans and followers cannot be considered as a collective unit. Additionally, consumers make a clear distinction between firm-created/user-generated social media and traditional media communication. Specifically, they distinguish how the effects of the two media outlets differ in relation to the brand origin associations. International brands should concentrate on both firm-created and user-generated communication, whereas national (Italian) brands should foster their firm-created communications. In both cases, however, traditional media communication loses its effectiveness on the brand equity components. Originality/value Contrary to existing literature, this project compares the effect of 2.0 and traditional media on various social media platforms, pointing out two different models according to the brands’ origin associations. This study develops interesting insights both for international companies with huge brand portfolios and for national firms in a complex market like those for beer.
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Demko, Mariana, Nataliia Kosar, and Nataliia Kuzo. "INTEGRATED MARKETING COMMUNICATIONS OF COMMERCIAL BANKS IN THE CONDITIONS OF A HIGHLY COMPETITIVE MARKET: ESSENCE AND FORMATION." Global Prosperity 1, no. 1-2 (April 25, 2021): 22–31. http://dx.doi.org/10.46489/gpj.2021-1-1-8.
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In this article, we analyze the dynamics of active operations of several Ukrainian banks. During the last three years, there was a declining trend in the number of commercial banks in Ukraine and their issued loans' size. In order to increase the assets of banking institutions of Ukraine, increase their income, banks need to attract new customers, increase the volume of products purchases by existing customers through active communication activities of commercial banks of Ukraine. The intensification of Internet use by banks opens new opportunities for the sales systems improvement and promotion of their products. The analyzed the main characteristics of the commercial bank marketing policy of communications and the basic principles of integrated marketing banking institutions formation and the mechanism of their implementation, which begins with the collection and analysis of marketing information, based on the mission, corporate and marketing bank goals. We argue that an essential stage in forming integrated marketing communications of the bank is to determine its target audiences, which are much more comprehensive than the bank's target market, a rational combination of individual components of the bank's communication complex. Integrated marketing communications of a commercial bank should aim at forming its image and reputation in the market, taking into account the existing competitive advantages of the bank. We determined that in the conditions of Internet spread, an essential component of the integrated marketing communications of a banking institution is online communications. We formulated the main goals and means of marketing communications realization of the bank on the Internet and developed proposals to improve the efficiency of the bank in social networks
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Stoyanova, Milena. "The Dangers of Over-Regulation in the Electronic Communications Sector." World Competition 30, Issue 1 (March 1, 2007): 107–35. http://dx.doi.org/10.54648/woco2007006.
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Sector-specific regulation of the electronic communications sector is one of the policy tools aimed at promotion of competition and correction of market failures resulting from the high levels of market power possessed by former telecoms monopolists. While, in principle, academics and policy makers concur on the value added of regulation for increasing social welfare and efficient allocation of resources, their analysis of past regulatory experience shows that under a number of circumstances regulation can be flawed and lead to welfare harm rather than benefit. Inappropriately designed sector-specific remedies and regulatory delays in the introduction of new telecommunications services can hold up the development of the market towards effective competition and instead might incur considerable welfare losses.1 This article has been shortlisted for the 2nd World Competition Young Writer’s Award.
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Reale, Mariacristina. "Digital Market, Bloggers, and Trendsetters: The New World of Advertising Law." Laws 8, no. 3 (September 3, 2019): 21. http://dx.doi.org/10.3390/laws8030021.
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The importance of digital marketing is continuously growing, at least in the present economic phase. Within this sector, fashion bloggers play a crucial role, which reflects the relevance of fashion on an economic and a social level, as already highlighted in Georg Simmel’s pioneering study. New communication opportunities made available by the development of digital technologies shed more light on this phenomenon. One of the main concerns is the need to guarantee the transparency and the correctness of commercial communications shared through social media in order to ensure the consumers’ full freedom of choice. However, can traditional rules on advertising be considered sufficient, or is there a need for ad hoc rules? Can consumers’ protection be reconciled with other values such as the creative freedom of advertisers and, more generally, the freedom of expression? Thus far, interventions by self-regulatory bodies and independent authorities, both at national and international levels, have proven to be effective, even if more “classic” regulatory interventions may occur in the future. After a short reference to the literature concerning fashion as a social phenomenon, the contribution focuses on the main solutions adopted in Italy and in Europe.
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Zabolotna, A. M., and M. Y. Serpukhov. "Developing Corporate Communication with Stakeholders of IT-Enterprise in the Foreign Market." Business Inform 11, no. 514 (2020): 411–17. http://dx.doi.org/10.32983/2222-4459-2020-11-411-417.
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Recently, competition has been rapidly increasing in the IT sphere, so a competently constructed system of communications with stakeholders becomes a very important advantage for companies. Depending on the size of the company, the type of business and the scale of activity for each group, it is necessary to choose an individual approach to interaction. The article is concerned with a comprehensive study of the problems of processes of developing corporate communications with stakeholders of IT-industry enterprises. The main groups for external and internal types of stakeholders for the companies in the IT sphere, features of interaction and developing corporate communications with them are examined. To implement positive strategic changes in staff management, it is important to take into account both the interests and contradictions of stakeholders. In practical activity, the interests of almost all groups of staff are most often in contradiction with the interests of management and owners. Hence the elaboration of problems of increasing interest and leveling contradictions becomes significant aspects of cooperation of all stakeholders, despite the different conditions and countries of business operation. It is necessary to interact with stakeholders based on the company’s strategy and competently build an understandable communication strategy with them. The publication involves determining the points of interaction and coincidence of the interests of all participants in the management and development processes. The proposed algorithm for determining and adopting effective strategic changes in communication management can be used in the foreign market. The efficiency of the organization depends on how well the interaction with stakeholders is built. Interaction with stakeholders helps the organization to increase social capital, minimize non-financial risks, and identify new opportunities for the company’s development.
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Zabolotna, A. M., and M. Y. Serpukhov. "Developing Corporate Communication with Stakeholders of IT-Enterprise in the Foreign Market." Business Inform 11, no. 514 (2020): 411–17. http://dx.doi.org/10.32983/2222-4459-2020-11-411-417.
Повний текст джерелаАнотація:
Recently, competition has been rapidly increasing in the IT sphere, so a competently constructed system of communications with stakeholders becomes a very important advantage for companies. Depending on the size of the company, the type of business and the scale of activity for each group, it is necessary to choose an individual approach to interaction. The article is concerned with a comprehensive study of the problems of processes of developing corporate communications with stakeholders of IT-industry enterprises. The main groups for external and internal types of stakeholders for the companies in the IT sphere, features of interaction and developing corporate communications with them are examined. To implement positive strategic changes in staff management, it is important to take into account both the interests and contradictions of stakeholders. In practical activity, the interests of almost all groups of staff are most often in contradiction with the interests of management and owners. Hence the elaboration of problems of increasing interest and leveling contradictions becomes significant aspects of cooperation of all stakeholders, despite the different conditions and countries of business operation. It is necessary to interact with stakeholders based on the company’s strategy and competently build an understandable communication strategy with them. The publication involves determining the points of interaction and coincidence of the interests of all participants in the management and development processes. The proposed algorithm for determining and adopting effective strategic changes in communication management can be used in the foreign market. The efficiency of the organization depends on how well the interaction with stakeholders is built. Interaction with stakeholders helps the organization to increase social capital, minimize non-financial risks, and identify new opportunities for the company’s development.
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Muna, Nilna, Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, I. Made Artha Wibawa, Anak Agung Ayu Sriathi, and I. Nyoman Rasmen Adi. "Market entry agility in the process of enhancing firm performance: A dynamic capability perspective." International Journal of Data and Network Science 6, no. 1 (2022): 99–106. http://dx.doi.org/10.5267/j.ijdns.2021.9.018.
Повний текст джерелаАнотація:
Social media empowers small and medium enterprises (SMEs) in engaging with their stakeholders economically and effectively. Social media use affects SMEs operation and knowledge sharing which creates innovation opportunities, speeds time to market, satisfies firm's customers, and improves business performance. Current research aims to explore the impact of social media use on the market entry agility, product innovativeness, reducing the market entry time for the SME and improving the firm performance. Cross-sectional survey-based data was collected from the jewelry crafting SMEs in Bali, Indonesia. The data was analyzed with the covariance-based statistical analysis technique with the SPSS based AMOS 23. The study results identify that social media use and market entry agility significantly impact firm performance. However, product innovativeness insignificantly influences firm performance. Furthermore, the market entry agility mediates for the firm performance so, SMEs need to leverage social media use, and market entry agility enables the dynamic capacity to enhance firm performance. Firms’ level innovativeness capability should be considered as a mediating role but should support another variable to leverage firm performance. The study limitation and future research options are reported at the end.
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Mai, Yu Ting, Yi Hsien Wang, Kuang Hsun Shih, and Fu Ju Yang. "Social Media, Internet Sentiment Tracking and Stock Market Volatility." International Journal of Mobile Communications 20, no. 1 (2022): 1. http://dx.doi.org/10.1504/ijmc.2022.10040534.
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Shih, Kuang Husn, Fu Ju Yang, Yi Hsien Wang, and Yu Ting Mai. "Social media, internet sentiment tracking and stock market volatility." International Journal of Mobile Communications 20, no. 3 (2022): 367. http://dx.doi.org/10.1504/ijmc.2022.122637.
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Rafikov, Artur. "Advertising communications in politics: the essence and main approaches to the study." Journal of Political Research 5, no. 3 (October 13, 2021): 136–47. http://dx.doi.org/10.12737/2587-6295-2021-5-3-136-147.
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The purpose of this work is to develop and test a definition of «advertising communications in politics». A retrospective method is used, which assumes an analysis of development of scientific approaches to the phenomenon of political advertising in the Russian political science. The result of this study is the definition of «advertising communications in politics», by which it is proposed to consider the process of transmission by a political actor to other political market participants of advertising information containing some data about this actor, their program and activitywhileusing various argumentation, as well as rhetorical, stylistic and other speech techniques, and the purpose of which is to influence the behavior of the selected electoral groups and to encourage them to commit certain targeted actions. The proposed definition allows identifying and analyzingof advertising communicationsin the digital environment with its new frameworks, such as for example posts and publications in social networks, as well as materials on the official websites of political actors. The theoretical significance of this work lies in the relevance of the proposed definition for the digital environment, as well as in the possibilityof using it for distinguishing advertising communications from PR communications, since the nature of the information transmitted in the process of communication is used as a criterion for distinction.
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Beemer, Frank, Theo Camps, and Niels Kastelein. "Alliance management in social markets in the Netherlands: outcomes of practical reflections." Journal on Chain and Network Science 7, no. 2 (December 1, 2007): 85–94. http://dx.doi.org/10.3920/jcns2007.x079.
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Alliance management is often associated purely with enterprise and innovation in the private sector. However, it is precisely in 'social' sectors such as housing, care, welfare and education that a growing number of new alliances arebeing formed, often cutting across conventional sectors. Increasingly, they are arising between social and commercial institutions. Alliance management, including that of public-private alliances, is a logical response to the changing dominant logic in these markets and can lead to a controlled transition from a social sector to a social market.
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Henningsson, Johan, Ulf Johanson, and Roland Almqvist. "Fund manager trust and information complexity." Qualitative Research in Financial Markets 7, no. 4 (November 2, 2015): 346–62. http://dx.doi.org/10.1108/qrfm-08-2014-0023.
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Purpose – This study aims to explore fund manager use of trust to reduce information complexity concerning corporate intangible resources and sustainability and what consequences this have for corporates as providers of information. Analytically, fund managers are considered part of a system with social meaning. Design/methodology/approach – A qualitative research approach is used. Data are obtained from two focus group discussions that occurred on two separate occasions. The first discussion was between four communications executives at leading Swedish companies. The second discussion was between four experienced fund managers in the Swedish financial market. Findings – The results suggest that fund managers oscillate between exhibiting trust and distrust when reducing the complexity of information on intangible resources and sustainability. Fund managers tend to trust the stable context of company information and strive to trust top management. Communicative dilemmas emerge when fund managers oscillate between trust and distrust. The fund manager disinterest in details emerges because of a reliance on a stable information context and company management. The representation dilemma emerges when narratives are used in corporate reporting. Research limitations/implications – This study contributes empirically to the knowledge concerning the social complexity of fund management. Practical implications – The paper increases the understanding of communicative difficulties for corporates to communicate with actors on the financial markets through narratives on intangible resources and sustainability. Originality/value – By focusing on the social meaning in the communication between companies and financial markets, we have contrasted the dominant view of financial economics of financial market actors as rational agents and the individualistic mode of theorizing in accordance with rational choice theory.
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SINGER, ALAN E. "ENTERPRISE ACTION FOR THE COMMON GOOD: MARKET LIMITATIONS AS STRATEGIC PROBLEMS." Journal of Enterprising Culture 11, no. 01 (March 2003): 69–88. http://dx.doi.org/10.1142/s0218495803000056.
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Many companies have attempted to lead ethically, by example, yet have nonetheless operated quite uncritically within the global market, despite that systems' known limitations. As a result, corporate communications that refer to the "common good" often lack credibility. At the present time, appeals of this type are especially open to skepticism and scrutiny. Accordingly, a conceptual framework is proposed for augmenting enterprise strategies and communications in several ways, but particularly at the level of politics and ideology. The application of the framework is illustrated, with reference to a well-known profitable Japanese company that also has an expressed social and environmental mission. Related cultural issues are then discussed.
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Gao, Ming, Juanjuan Meng, and Longkai Zhao. "Income and social communication: The demographics of stock market participation." World Economy 42, no. 7 (February 28, 2019): 2244–77. http://dx.doi.org/10.1111/twec.12777.
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Mazurek-Łopacińska, Krystyna, and Magdalena Sobocińska. "Social Media in the Processes of Enterprise Communication with Market." Marketing i Zarządzanie 47 (2017): 343–52. http://dx.doi.org/10.18276/miz.2017.47-32.
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Richardson, Michael D., and Pamela A. Lemoine. "The Use of Social Media as an Instructional Tool to Increase Marketing." International Journal of Technology and Educational Marketing 5, no. 1 (January 2015): 50–59. http://dx.doi.org/10.4018/ijtem.2015010105.
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The technological revolution of the past two decades has changed communication in contemporary higher education settings. Consequently, there is now a wide gulf between the unlimited use of technology and higher education, particularly with respect to digital communications and the rapid increase in the use of social media in instructional applications. Technology offers college students an array of options to socialize, network, stay informed and connected, but technology proficiency may not be the same for instructors. As social media use by students becomes more established, educators in higher education are pursuing methods to parlay expertise in instruction to advertise and market higher education institutions. Can social media be used in higher education to improve learning through student and faculty collaboration, and just as importantly can the use of social media be used as a recruiting tool for higher education institutions?
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Floreddu, Paola Barbara, and Francesca Cabiddu. "Social media communication strategies." Journal of Services Marketing 30, no. 5 (August 8, 2016): 490–503. http://dx.doi.org/10.1108/jsm-01-2015-0036.
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Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.
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Haudi, Haudi, Ruby Santamoko, Arief Rachman, Yunan Surono, Riko Mappedeceng, Musnaini Musnaini, and Hadion Wijoyo. "The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market." International Journal of Data and Network Science 6, no. 1 (2022): 67–72. http://dx.doi.org/10.5267/j.ijdns.2021.10.003.
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The purpose of this research is to analyze the influence of social media marketing on small market purchase decisions and to analyze the influence of the store environment on small market purchase decisions. The study also analyzes the influence of sales promotion on small market purchase decisions as well as the effect of perceived value on small market purchase decisions. The study uses a quantitative method and data collection is performed by distributing questionnaires to 170 respondents who have bought goods in the small market. The research method in this study uses structural equation modeling (SEM) analysis using SmartPLS software. The results of this study reveal that all independent variables have some positive effects on consumer buying decisions. More specifically, the variables of small market environmental conditions, sales promotions, and profit values have significant influences on consumer buying decisions, while social media marketing variables has no significant effect on consumers' buying decisions.
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Press, Melea, and Eric J. Arnould. "Legitimating community supported agriculture through American pastoralist ideology." Journal of Consumer Culture 11, no. 2 (July 2011): 168–94. http://dx.doi.org/10.1177/1469540511402450.
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We use a socio-historical lens to look at how Community Supported Agriculture programs (CSAs) have gained legitimacy as a market form. In this article, we question the countercultural conception of CSAs, especially given their rapid growth over the past 25 years. We contend that placing CSA within a larger frame of reference that incorporates American pastoral values and connects CSA to the history of American pastoralism helps account for how CSA has gained legitimacy with mainstream users. We show that American pastoralism provides a link between 19th century agrarian ideals, 1950s suburbia, 1970s counter-cultural communards, and today’s CSAs. In showing the ubiquity and chameleon like character of American pastoralist ideology, we suggest that it is an important example of a cultural imaginary, which is inducing change in food markets in the United States and at the same time masking certain cultural contradictions. We propose that the development of the Internet as a channel of communication has aided in building legitimacy for this market form by promoting both more personal commercial communications and the possibility of de-massification of communications. Thus, CSAs’ web presence reinforces egalitarian principles and the perception of shared community that are central ingredients of pastoralist ideology.
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Butkouskaya, Vera, Joan Llonch-Andreu, and María-del-Carmen Alarcón-del-Amo. "Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context." Sustainability 12, no. 17 (September 2, 2020): 7159. http://dx.doi.org/10.3390/su12177159.
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Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecedent of integrated marketing communications’ (IMC) successful implementation directed at improving SMEs’ performance, with additional focus on the institutional inter-country context. Considering the role of owner-managers in SMEs, analysis of the gender gap is also applied. The data from 315 managers’ surveys (in Spain and Belarus) is analyzed using Structural Equation Modelling (SEM). The results show a positive relationship between EO, IMC, and performance among SMEs in both markets. However, these connections are significantly stronger in the case of male, rather than female managers in a developed market (Spain). There is no gender gap in an emerging market (Belarus). Moreover, and conversely, in a developing market, the EO-IMC-performance relations are more intensive when the manager is female. Further implementations are provided for practitioners and government organizations with a focus on the gender gap and inter-country differences.
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Kinal, Jarosław. "Media Market as an Example of a Deregulated Market: Historical and Social Analysis of the Local Media." European Journal of Sustainable Development 8, no. 5 (October 1, 2019): 146. http://dx.doi.org/10.14207/ejsd.2019.v8n5p146.
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The media market consists of: media (media, ie television, radio and printed press, as well as new media in the domain), their recipcom and filter, and so-called. regulators, that is organizations and institutions that control media activities (note: Internet content is not a regulation format). The National Council of Radio Broadcasting and Television controls the content of television broadcasting and analyzing programs as well as receiving and receiving concessions. The Office of Electronic Communications assigns and controls the subject of technical possibilities of broadcasting radio and television programs. Citizens' organizations that oversee media activities. These include industry organizations, e.g. journalistic associations. The media are businesses. To the fact that in their activity they are guided not only by interest, openness or mission, but also by financial profit. There are three basic ways to fund the media. Public media owned by the public is financed from the subscription and advertising. The money from the subscription is spent on the so-called mission, advertising revenue - for other purposes (eg entertainment programs). Commercial media is financed from private capital and advertising. Social media (do not mistake them for social networking sites). Setting up and running a television or radio station for a very expensive investment. The media market 1 is available only to you. To, that the value of the collection program along with its popularity. Therefore, more people watched the video, the more you have to pay for advertising during this broadcast. To make as much money as possible, senders need to care about the attractiveness of the program. To do it in various ways, e.g. to decide to profile the program. Universal programs are suitable for various types of programs: entertainment, educational, information etc. Thematic programs such as: culture, sport or motorization.Keywords: media, labor market, local media, Poland, open market
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Appiah, Kingsley Opoku, Mary Asare Amankwah, and Lawrence Adu Asamoah. "Online corporate social responsibility communication: an emerging country’s perspective." Journal of Communication Management 20, no. 4 (November 7, 2016): 396–411. http://dx.doi.org/10.1108/jcom-06-2015-0048.
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Purpose The purpose of this paper is to examine the determinants of online corporate social responsibility (CSR) reporting of the insurance industry in Ghana. Specifically, it explores the impact of firm age, size and origin on online CSR reporting using data from 31 private insurance companies in Ghana. Design/methodology/approach The authors employ ordinary least squares regression analysis in the estimation of the influence of the predictive variables on firms’ online CSR disclosure. Findings The findings indicate positive insignificant association between online CSR disclosure and firm-specific characteristics (i.e. firm age, size and origin). These findings are robust to different specifications. Originality/value Research directed towards online CSR communications amongst private insurance firms in the context of emerging market are almost non-existent. This study therefore makes an important contribution by addressing the imbalances of CSR reporting in Ghanaian insurance firms.
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Desmond, Ng. "Understanding the market dynamics of entrepreneurial networks." Journal on Chain and Network Science 8, no. 2 (January 1, 2008): 93–105. http://dx.doi.org/10.3920/jcns2008.x092.
Повний текст джерелаАнотація:
Austrian economic explanations of market processes have gained considerable attention by management researchers. A central tenet of the Austrian school is that non-equilibrium market processes are primarily attributed to the subjective behaviors of entrepreneurs. Yet, human actions are not only determined by entrepreneur's unique preferences and experiences, but they are also determined by the actions of connected others. As a result, subjective explanations of market processes are extended to account for the social relationships of human action. A conceptual model that underscores the social networks of subjective and alert entrepreneurs was developed and examined in an agent based-simulation setting. The contributions and implications of this study are also discussed.
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Andersen, Thomas Hestbæk, and Morten Boeriis. "Relationship/Participant Focus in Multimodal Market Communication." HERMES - Journal of Language and Communication in Business 25, no. 48 (October 25, 2017): 75. http://dx.doi.org/10.7146/hjlcb.v25i48.97427.
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In this article, we present an integrated multimodal method of analysing marketers’ discursive strategies. Using a social semiotic, multimodal framework, we propose ‘the relationship/participant focus analysis’ (RPF analysis). This method is socially significant in that it helps us identify the strategies marketers use to influence the consumer.RPF analysis reveals how marketing communication – exemplified with the register of packaging – relies on two fundamental factors, namely (i) communication perspective and (ii) personalisation. The communication perspective resides within the interpersonal realm of semiosis, focusing on the enactment of relationships, while personalisation resides within the ideational realm of semiosis, focusing on the construal of represented participants.RPF analysis suggests a way of tackling the multimodal complexity of marketing texts when these are seen as consisting of social semiotic acts of meaning, combining different semiotic resources. In the article, our focus is on the instantiated verbal and visual resources used on food packaging.
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Cillo, Valentina, Laura Gavinelli, Francesca Ceruti, Mirko Perano, and Ludovico Solima. "A sensory perspective in the Italian beer market." British Food Journal 121, no. 9 (September 2, 2019): 2036–51. http://dx.doi.org/10.1108/bfj-12-2018-0818.
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Purpose From literature, an uncovered issue around the customer-based brand equity (CBBE) is detected: the influence of sensorial preferences on the relationship between social media communication and CBBE. The purpose of this paper is to investigate the effects produced by social media brand communication – both firm-created content (FCC) and user-generated content (UGC) – on CBBE, according to the sensorial preferences in the beer industry. Design/methodology/approach A literature review has been used to develop a research model and hypotheses. The research is based on online survey carried out on a sample of 183 valid questionnaires of Italian active fans and followers in the beer industry. A multi-group analysis applied to structural equation modeling is used. Findings The sensory dimension prevails limiting the operating range of brand awareness that does not strongly affect CBBE. In brand equity development’ process, non-sensorial users do not consider sensorial preferences. The brand equity can become stronger by stimulating the reaction of customers through firms’ communication by using social media platforms. Therefore, the quality of peer interactions in the social media communication has a positive impact on brand loyalty. When firms use social media communication to increase overall brand equity, they have to foster and monitor FCC and UGC responses that affect different CBBE components. Originality/value The paper provides empirical evidence about the relationship between social media communication and CBBE, according to the importance given to sensorial preferences by beer lovers. This can be considered as the first study on this specific topic focused on the CBBE issue.
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Dentoni, Domenico, and Thomas Reardon. "Small farms building global brands through social networks." Journal on Chain and Network Science 10, no. 3 (January 1, 2010): 159–71. http://dx.doi.org/10.3920/jcns2010.x183.
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Small farms have the option of competing in the global market by pursuing a niche brand differentiation strategy. However, they usually face tight financial constraints when attempting to build a food brand that meets both the desires of a small segment of distant final consumers and the requirements of its international buyers. In this study, we explore how small farms can use social networks to start transacting with international buyers and to build global niche brands. Following a 'grounded theory' approach, we analyzed the evidence collected from 34 cases of small farms producing single-estate extra-virgin olive oil and other specialty food products in Italy. The analysis led to the following conclusions. First, small olive oil farmers can build brand associations and perceived brand quality, and ultimately brand equity, by developing social ties with third-party endorsers that are outside the product supply chain but have high status in the market. Second, to intentionally develop these social ties, small olive oil farmers need to obtain information both on (a) international consumer preferences for olive oil attributes and (b) which actors have the high status to endorse and promote the individual brands. Third, use of social ties with high-status endorsers for brand development is more effective when international consumers' familiarity with the product is lower and their preference for credence attributes stronger. While concerning a developed country that moreover enjoys a strong reputation in relation to the product, we posit that this study is rich with lessons for small producers of specialty food in both developed and developing regions whose reputations associated with the specific products are high. From a policy perspective, this study suggests that public market development programs can play a key facilitation role for the development of social networks linking small companies and international buyers by providing relevant market information on third-party endorsers as well as final consumers and buyers.
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Pérez-Escoda, Ana, Carlos Jiménez-Narros, Marta Perlado-Lamo-de-Espinosa, and Luis Miguel Pedrero-Esteban. "Social Networks’ Engagement During the COVID-19 Pandemic in Spain: Health Media vs. Healthcare Professionals." International Journal of Environmental Research and Public Health 17, no. 14 (July 21, 2020): 5261. http://dx.doi.org/10.3390/ijerph17145261.
Повний текст джерелаАнотація:
An increased use of social networks is one of the most far-reaching consequences of the COVID-19 pandemic. Aside from the traditional media, as the main drivers of social communication in crisis situations, individual profiles have emerged supported by social networks, which have had a similar impact to the more specialized communication media. This is the hypothesis of the research presented, which is focused on health communication and based on a virtual ethnography methodology with the use of social metrics. The aim is to understand the relationship established between the population in general and digital media in particular through the measurement of engagement. In this regard, a comparative study was carried out that describes this phenomenon over a period of six months on three social networks: YouTube, Twitter and Instagram, with a sample composed of specialized health media versus healthcare professionals. The results point to a new communications model that opens up a new space for agents whose content has a degree of engagement comparable to and even exceeding that of digital media specialized in health communication. The conclusions show that the crisis of the pandemic has accelerated the transformation of the communication sector, creating new challenges for the communication industry, media professionals, and higher education institutions related to market demands.