Wyniki wyszukiwania - BazTech

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Social media for brand image manipulation: an automotive industry applied approach

Vagianos Dimitrios

Scientific Journal of the Military University of Land Forces

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2024

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Vol. 56, No. 1(211)

97--121

EN

The paper illustrates how social media marketing and analytics can assist businesses in achieving branding objectives by increasing their social media impact through advertising, getting social, using appropriate keywords, and creating effective and interactive communication channels with their intended audience. The multifaceted influence of social media postings is demonstrated by leveraging the Toyota Motor Corporation example. An explanation of how defamatory incidents have impacted the company's social media atmospheric image is also included. Evidence of how negative intervals of social media presence could have been intelligently reversed through efficient content infusions is presented. Among numerous instruments allowing for analysis of marketing strategy results, "Social Mention", "Talkwalker" and "Mentiolytics" were selected in order to demonstrate the efficiency and utility of social media monitoring methods using freely available tools. In this study, Toyota’s social media marketing strategy is highlighted by presenting measurements of variables such as the reach, strength, passion and sentiment of the brand over randomly selected time windows, demonstrating the dynamically evolving field of social media monitoring techniques.

PL

Artykuł przedstawia, w jaki sposób social media marketing i analityka mogą wspomóc branże w osiągnięciu celów kreowania marki przez zwiększenie wpływu ich mediów społecznościowych z pomocą reklam, relacji ze swoją społecznością, używania właściwych słów kluczowych oraz kreowania skutecznych i interaktywnych kanałów komunikacji z potencjalnymi użytkownikami. Wieloaspektowy wpływ postów w mediach społecznościowych został zademonstrowany na przykładzie Toyota Motor Company wraz z negatywnymi przypadkami, które miały wpływ na wizerunek firmy. Zaprezentowano także dowody na to, jak przerywanie obecności w mediach społecznościowych może zostać mądrze odwrócone poprzez wydajną infuzję treści. Do analizy rezultatów strategii marketingowych spośród wielu narzędzi wybrano "Social Mention", "Talkwalker" i "Mentiolytics", w celu ukazania efektywności i użyteczności metod monitorowania mediów społecznościowych, przy użyciu dostępnych przyborów. Strategia social media marketing Toyoty została wyróżniona w tym badaniu przez przedstawienie pomiarów zmiennych, takich jak zasięg, siła, pasja i sentyment marki na podstawie losowo wybranych okresów, z demonstracją dynamiki ewolucji technik monitoringu mediów społecznościowych.

2

Mobile applications and eating habits among women and men – Polish experiences

Syrkiewicz-Świtała Magdalena, Detyna Beata, Sosada Nicol, Detyna Jerzy, Świtała Rafał, Bitkowska Agnieszka, Szkutnik Jerzy

Biocybernetics and Biomedical Engineering

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2021

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Vol. 41, no. 3

1093--1106

EN

Introduction: The use of mobile applications in phones has become fashionable in Poland for several years. There is an increasing number of people who derive their dietary knowledge from the computer software. Objective: The purpose of the study was to determine the impact of mobile applications on eating habits among men and women working in a corporation. Material and methods: 210 employees of a corporation from Gliwice participated in the study in Poland. Conclusions: The respondents showed that when using computer software, their number of meals and the intervals between them improved. The frequency of consumption of vegetables, fruit, and fish is at an appropriate level. It can be presumed that the next step will be posting the results of the change in healthy lifestyle on social media. Informing friends on social profiles about the progress resulting from the change of physical activity or eating habits is gaining popularity. Most often this takes the form of messages posted on Facebook or Instagram. There is an element of competition and mobilization of other community members to change or improve their lifestyle.

3

Overview of Social Media Marketing and Starbucks' Social Media Marketing Strategy

Thi Hong Nguyen

Annals of Computer Science and Information Systems

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2021

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Vol. 28

29--34

EN

The article is published to study some last research about social media marketing and its conceptualization. Besides, this study categorizes social media and social media marketing. Likewise, the article also studies the methods were applied social media marketing in Starbucks coffee. Therefore, the paper identifies gaps in previous studies so that the authors can continue to expand their study on this field in the next research projects.

4

Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets

Thao Nguyen Thi Phuong, Anh Nguyen Van

Management

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2020

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Vol. 24, no. 2

69--93

EN

The study identifies the factors that influence marketing through social media of users in the Vietnam market, conducted through qualitative and quantitative methods. The research results show that Intention to use social media marketing is directly affected by Attitude towards advertisement and Attitude to electronic words of mouth. Additionally, perceived usefulness, Search Level and Perceived risk are factors that directly affect Attitude towards advertisement. Whereas, material condition and perceived usefulness are factors that affect Attitudes towards electronic words of mouth. This study also provides some implications for marketers through social networks to increase the confidence and effectiveness of marketing campaigns and programs through this channel.

5

Future of Social Media Marketing in tier III cities of Maharashtra

Tanmay Kandekar

Annals of Computer Science and Information Systems

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2020

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Vol. 24

119--121

EN

With rise of technology and disposable income consumers from smaller cities are also showing tendency to buy fashion and lifestyle products. Especially the young consumers, who are more tech-savvy and trend follower would be looking for the experience of having a fashionable product. As the products are not available in the small city market, they visit the nearest big city market or try to go online to purchase product. The advertisements on social media help them to know the latest offerings in the market, hence they look forward to such promotions. The brand marketer needs to make sure that the advertisement on social media should be a proper combination of factors like pricing, discounts, quality, celebrity endorsements and language along with cultural \& religious consideration. Keywords: Social Media Marketing, SM promotions, Tier III, Fashion and Lifestyle.

6

Marketing internetowy w wyszukiwarkach i sieciach internetowych : próba porównania

Maruda K., Sołoducha K.

Nowoczesne Systemy Zarządzania

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2012

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T. 7, nr 1

379--391

EN

Rapid development of internet as a tool of communication has huge influence on consumers market behaviour. More than 60% of purchase decisions are made at the moment in ROPON or ROPOF model (Research Online Purchase Online i Research Online Purchase Offline). It is a big challenge for marketing communication theory to develop proper tools and methods which would be able to face this new situation. Search engine marketing or social media marketing there are classical web merketing tools which should play a different role in na coplex on line communication strategy of an contemporary organisation. The text is an attempt to answer this question - what should be a special task for SEM (search engine marketing) and SMM (social media marketing) tools in current web communication strategy of an organisation.