Search results for " MARKETING"
showing 10 items of 1527 documents
Social media and consumer power : Opportunities and challenges for digital marketing activities
2021
Social Media (SM) have not only become an important part of daily life for individuals, governments and organisations but have also transformed the way people work, learn, consume and socially interact. There are many SM uses, posting frequencies and content preferences. User participation also varies from passive to more active behaviours, depending on the motivation for engagement in online conversations. From a marketing perspective, SM have redefined the traditional company - consumer relationship by progressively shifting power from marketing managers to consumers. Organisations are increasingly interested in understanding how SM can benefit (or harm) consumer-brand relationships, incr…
Social Determinants of Success: Social Media, Corporate Governance and Revenue
2019
This study examined how social media (Twitter and LinkedIn) relates to the operating revenue by investigating the effect of the use of social media by the board of directors. To tackle this question, we analyzed the mediating and moderating relationship of social media on the effect of board size in operating revenue (turnover). We studied the implications of the use of social media by the board members by using structural equation modeling (SEM). The data consisted of a random sample of 100 companies listed on the NASDAQ. The study makes two main contributions. First, it shows interesting differences in the use of social media for the operating revenue. Our results suggest that while Twitt…
Audit Institutions in the European Union: Public Service Promotion, Environmental Engagement and COVID Crisis Communication through Social Media
2020
This article analyses Social Media (SM) use as a promotion tool for public institutions in the public audit sector. The authors propose a quantitative model to assess online engagement of 94 European audit institutions (national and regional) with their stakeholders, based on SM and web activity metrics of these institutions, with a focus on pressing matters such as environment, sustainability and the current COVID pandemic. The proposed model may be applied to assess organisations from any public or private sector. The research finds that SM presence helps audit institutions to promote their services more effectively by directing their stakeholders to extensive content on the audit institu…
Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
2022
The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni…
The social significance of the Facebook Like button
2015
In this paper we study social aspects of using the Like button for purposes of impression management, identity construction, and maintenance of social ties online. On the theoretical level our investigation combines Goffman’s notion of face-work with concepts of social network analysis, shedding light on what we dub ‘nano-level’ interaction and sociality on social networking sites. Our data come from a 2013 classroom survey in which 26 Finnish university students were asked about their motives for and ways of using the Like button. Our results show that though the Like button was designed to allow users to express their positive evaluations of the contents of Facebook posts, comments, and p…
Society Versus Business Organization: The Strategic Role of Marketing
2006
This paper is intended to discuss the role of business organization within society, contributing to the theoretical and managerial understanding of this matter. Concepts of strategic marketing and societal marketing are presented and comparatively analysed. In addition, corporate positioning based on social responsibility is examined. The author believes that managers should accept the challenge of balancing the interests of society with those of organizations, trying to reach the best relationship between them.
Macro-social marketing as a government’s opportunity to make a positive influence on societal behaviour
2020
Governments work hard to make their district a better place to live, sometimes when society does not recognize what has been done and it indicates the real issue – information asymmetry. To improve information flow between government and society as well as active social change it is possible to use macro-social marketing. In a few cases, it is already happening but there are many more where it could be used by the government. Problem statement – there is information asymmetry between government and society, that reflects on the social development of the country on a macro-level. Aim – to investigate macro-social marketing and its ability to improve the communication flow between government …
From free health care to pricing in subsaharian Africa : rise and fall of the project "health for all"
1997
The idea o f the "health for all", that consists in insure to each the free access to health care and the equality on treating, has been found enough rapidly taken in defect by the catastrophic economic situation of countries of Africa to the South o f the Sahara. Faced with the impossibility to promote a free health policy for all, local governments and international organisations, such the WHO and the UNICEF, have proposed to make pay users for cares that they receive and to decentralize management of public health system so as to create the favorable environment to a market of health. This reform of health system in Subsaharan Africa, called the Bamako Initiative, is going to tempt to so…
Sport clubs' health promotion activities for the surrounging communities : a comparative case study of Columbus Blue Jackets, HJK and Sotkamon Jymy
2014
ABSTRACT The level of physical activity continues to decrease globally. Therefore it is important to explore new ways of promoting physical activity and healthy life style. Sport clubs are an excellent setting for physical activity and health related programs targeted for the surrounding community due to their visibility, popularity and image. They offer also companies a possibility to conduct their health related corporate social responsibility activities by supporting and cooperating with the club. Despite its importance there are not many studies related to the role of sport clubs as health promoters. The aim of this research is to explore what kind of health promotion activities sport c…