Search results for " Market"

Quand les institutions culturelles s'ouvrent au marketing sensoriel... et s'en défendent : enjeux et paradoxes

2007

Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principal …

Utilitarian Use of Social Media Services - A Study on Twitter

2018

This paper applies structuration theory (ST) and service dominant logic (SDL) as lenses to study different uses of information systems (IS). We argue that resources provided by IS may be combined and reproduced by appropriating them for different purposes than the design purposes of the IS. The study provides empirical data and analysis to showcase the use of resources for utilitarian purposes in the context of social media services (SMS). Through an analysis of sponsored tweets on Twitter, we show that users employ implicit and explicit resources for utilitarian outcomes. Our findings imply that users create their own service through appropriation of resources available in the social conte…

Cztery swobody wspólnego rynku Euroazjatyckiej Unii Gospodarczej

2016

Studies on higher education choices and spatial labour markets

2013

What drives travelers' adoption of user-generated content? : A literature review

2018

User-generated content (UGC) has become an important part of travel planning, as travelers evaluate travel products based on past reviews. However, different factors account for why tourists utilize UGC. The aim of this study is to review extant studies on UGC to identify the antecedents of UGC utilization for travel planning and the theories, models, and frameworks used in these studies. A total of 54 studies from 2005 to 2016 were found. This study found that UGC adoption is determined by attributes relating to the user, the source, the content, and response variables. It also found distinct and heterogeneous theories and frameworks mainly drawn from the information systems, socio-psychol…

How to Engage Customers on TikTok?

2022

This research investigates the effects of marketer-generated content (i.e., emotional and rational), sounds, and influencers on digital customer engagement (i.e., likes and shares) on TikTok. Data were collected from 10 Indonesian food and beverage brands. The results confirm that emotional content generates more likes and shares than rational (i.e., informational and transactional) content. Conversely, rational (i.e., informational and transactional) posts receive more likes and shares than emotional posts. Additionally, original sounds and influencers positively influence likes and shares. This study advances social media and content marketing literature in three ways. First, this researc…

Enhancing Cross-Cultural Competence Among Students In An Effort To Fill The Skills Gap In The European Labor Market

2020

Goal –The purpose of this paper is to present the methodology of the research project concerning an international mobility program conducted among 5 European universities. Methodology – The project presents a methodological approach in two stages so as to discuss the appropriateness and validity of assumptions and research methods we applied. The aim of this research is to investigate the results of specific experiences as part of an exchange program on CCC development among European students. The subject of this research will be a group of 45 students representing 5 European universities who will visit these universities every 3 months for 1 week during a two-year mobility program. Finding…

Shortages, skills and older workers in information technology labour market of Latvia

2021

This article examines the labour market situation in the sector of information technology in Latvia, paying attention to the insufficiency of labour force due to the skills gap and employability of older workers. The article is based on application of multidisciplinary research methods including employment and skills analysis theories, policy analysis approach and qualitative in-depth open-ended stakeholders interview method. To begin with, it analyses labour market skills gap versus potential of professional mobility and offers an overview of skill classification. Secondly, it focuses on the economic indicators of the information technology industry sector in Latvia and offers reflections …

The Process of Selecting Influencers for Marketing Purposes in an Organisation

2023

Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with their target audiences. Influencers can affect purchase intentions if the audience identifies with them. For a successful collaboration with an influencer, an organisation needs to ensure that the brand fit is suitable, as the audience will become suspicious if the paid collaboration is too apparent. In addition, an organisation can ask an influencer to perform many roles during the collaboration. The objectives of this study, therefore, are to discover how organisations ens…

DISCLOSING THE PROMISING POWER OF SOCIAL MEDIA – AN IMPORTANT DIGITAL MARKETING TOOL

2011

The newest channels for communicating and selling to consumers are electronic. The Internet provides consumers and marketers with more opportunities than ever in achieving a greater interaction and individualization of services. Companies can send tailored messages that engage consumers by reflecting their special interests and behavior. Nowadays, very few marketing programs are considered complete without some type of prominent online component, which is gaining ground at the expense of traditional marketing. Attaining a successful marketing program compels companies to fully connect with their targeted customers. Thus, a holistic marketing approach must be adopted in order to comprehend t…