Search results for "social media."
showing 10 items of 718 documents
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…
Social media influencer: a new hybrid professionalism in the age of platform capitalism?
2023
International audience; Chapter 13 Social media influencer: a new hybrid professionalism in the age of platform capitalism? by P. Sedda and O. Husson, analyses the way social media influencers, acting in the context of communities of practice, participate in redefining professionalism and professional practices in marketing and communications fields while promoting social values or advocating for a cause of public interest. Using a methodological approach based on interviews and ethnographic observation, the study considers the influencer as a specific case of “hybrid professionalism” (Noordegraaf 2007) in which quantitative performance criteria, prescribed by platforms, are combined with c…
The Role of Social Media Influencers in Public Health Communication: Case COVID-19 Pandemic
2022
During public health crises, public organizations face a variety of strategic communication challenges, and the outbreak of the COVID-19 pandemic in 2020 is an extreme example. In Finland, the Prime Minister’s Office initiated a communication campaign that utilized social media influencers to communicate timely instructions regarding the pandemic. However, it is uncertain how social media influencers adapt to briefings of public organizations given that they typically work with brands that align with their own interests and expertise, which rarely is epidemiology. We use the two-step flow of communication model and social influence theory to analyze research data that consisted of 96 Instag…
Populārās Latvijas personas Instagram vietnē kā viedokļa līderi kosmētikas un modes preču segmentā Latvijas patērētāju starpā 2016.-2017. gadā
2018
Maģistra darba mērķis ir izpētīt sociālajā tīklā Instagram populāro Latvijas iedzīvotāju auditorijas izcelsmi un aktivitāti; noteikt, vai sociālajā tīklā Instagram Latvijas ietekmētāji ir bijuši viedokļu līderi Latvijas iedzīvotājiem vecumā no 18 līdz 35 gadiem modes preču segmentā 2016.-2017.gadā; noteikt faktorus, kas ļauj identificēt un izvērtēt sociālo tīklu ietekmētājus kosmētikas līdzekļu un apģērbu jautājumos. Darbā aplūkotās tādas tēmas kā patēriņa kultūra, demonstratīvs patēriņš, etalongrupas, viedokļu līderi, komunikācija no mutes mutē, sociālo tīklu ietekmētāji un to atlases un novērtēšanas paņēmieni. Tika izmantotas trīs pētījuma metodes – kontentanalīze, daļēji strukturētās int…
Introduction: #SocialmediaShakespeares
2016
In their introductory essay, Maurizio Calbi and Stephen O’Neill explore the interrelations between social media and Shakespeare(s), providing a theoretical consideration of both categories that ultimately moves toward an argument for their rhizomatic intersections. Shakespeare increasingly "becomes" through social media (in a Deleuzian sense), and indeed, forms of social media are rearticulated through Shakespeare. The essay also guides the reader through this special issue in which the contributors variously map, define, scrutinize, and challenge social media, Shakespeare and their uncanny convergences http://www.borrowers.uga.edu/current
The use of TikTok in Initial Teacher Training
2023
The continuous evolution of technology and the increasingly massive use of visual content have given way to an era characterized by the use of short videos mainly through social media. Among these applications, TikTok has been chosen primarily by young people thanks to the unique communication strategies it offers. This paper presents the activities that have involved and will involve first-year students enrolled in the single-cycle master’s degree course in Primary Education Sciences of the University of Palermo in the a.y. 2022/2023. This study aims primarily at investigating the perceptions that university students have regarding the use of TikTok to implement learning and to highlight t…
CRAWLING - A SOLUTION FOR EFFICIENT E-GOVERNMENT. STUDY ON ANTI-COUNTERFEITING TRADE AGREEMENT (ACTA) FOCUSED ON SOCIAL MEDIA
2012
The applicability of Web 2.0 as an e-Government tool is still a fully unexploited area due to the software novelty in this regard and the lack of commitment of public bodies. The current paper sets out to offer a solution to acknowledge information of public interest that might be of use to an e-Citizen. Currently, social networks have proven useful in keeping in touch with friends, research, collaboration and political activism. Data mining through social network is a relatively new subject, which has been intensely approached by researchers as of late. The results presented in the current paper have been obtained using a crawler on Twitter.
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…
Dimensiones del Ecosistema Digital Universitario: Validación del Instrumento «University Digital Ecosystem» (UN-DIGECO) / Dimensions of the Universit…
2020
El presente estudio presenta el diseño y validación del instrumento UN-DIGECO (University Digital Ecosystem), orientado a conocer el Ecosistema Digital Universitario, identificando las dimensiones asociadas al uso que hacen los estudiantes de los medios sociales (MMSS) y/o aplicaciones digitales. La validación de contenido y comprensión se efectuó en tres fases: construcción, refinado y validación psicométrica, mediante el análisis factorial confirmatorio, apoyado en el constructo teórico inicial. Se diseñaron ítems –recabando información de instrumentos similares-, acordes a indicadores adscritos a seis dimensiones: aprendizaje, interacción social, creación de contenidos, consumo online, o…
Foreign Language Pre-Service Teachers’ Attitudes Towards Integrated Technology
2020
The COVID-19 pandemic worldwide evidenced the need to revise and strengthen the current perspective of the role of technology in non-technology-based classes. The current situation requires the revision of practices and basic knowledge of computer literacy and use. Traditionally, technology in the process of language learning has been considered anecdotical. As a result, many teachers do not have the necessary skills to implement proper technology-supported classes. Being that the case at Universidad de Alcalá (Spain), we looked at the students’ needs in integrating a number of different applications in the classroom in order to provide them with additional technological skills. Twenty-two …