Wyniki wyszukiwania - Biblioteka Nauki

Ten serwis zostanie wyłączony 2025-02-11.

Nowa wersja platformy, zawierająca wyłącznie zasoby pełnotekstowe, jest już dostępna.
Przejdź na https://bibliotekanauki.pl

Ograniczanie wyników

Znaleziono wyników: 2

Liczba wyników na stronie

Wyniki wyszukiwania

Wyszukiwano:
w słowach kluczowych: Content

Sortuj według:

Ogranicz wyniki do:

Assessing the Impact of Message Sources and Content on B2B Social Media Marketing Effectiveness

100%

Hariyana N. , Majid N. , Yuningsih Y.

Communication Today

2024

tom 15

nr 2

148-163

A B2B company’s success in interacting with customers on social media depends mainly on its messaging strategy. In this research, we use a new method to investigate the origins of influential messages and content in the social media domain. To investigate these dynamics, we conducted four experiments to test our proposed relationships. The research results show a significant finding: Employee-generated content performs better than content created by the company when it comes to driving social media engagement. We identify two essential mechanisms underlying this phenomenon. Trust can be founded on content or on engagement. This mechanism explains how message source impacts social media engagement. Furthermore, our observations revealed that employee-generated messages, especially those using emojis, had a more significant impact on customer engagement compared to company-generated messages alone. The inclusion of emojis plays an essential role in this dynamic. Finally, our findings demonstrate the benefit of including objective facts in social media posts to boost customer engagement. This finding has significant implications for B2B marketers, underscoring the importance of selecting suitable sources for social media messages to optimise engagement.

DEVELOPING LANGUAGE, CONTENT, AND DIGITAL COMPETENCE THROUGH INTERNATIONAL TELECOLLABORATIVE PROJECT WORK

88%

Casañ-Pitarch R. , Candel-Mora M. Á.

tom 21

nr 1

29-47

Telecollaboration seems to be a present emerging practice in education. In this sense, telecollaboration is wide and covers several areas of work and study, and it can also concern hybrid ones. This research focuses on developing learners’ digital competence, English language skills for professional purposes, and knowledge on recycling matters through a telecollaborative project work. The framework for this study is based on Spiers and Bartlett’s (2012) model on developing language, content, and digital skills, and it also focuses on the taxonomy of communication acts in professional contexts introduced by Lehman and DuFrene (2013). Students had to work collaboratively in groups of four students, from two different institutions and countries, and create a blog on the topic of recycling matters, analyzing the current problems and offering possible solutions. Students were tested before and after the project in order to measure their progress within the different areas of study. Results showed that this telecollaborative project work was potentially beneficial; the experimental group performed better in all the areas tested after this project. In conclusion, it seems that telecollaboration projects helped develop the target skills in this research following an integrated learning approach.