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The Usage Of Social Media Tools By Islamic Banks In Pakistan And The UAE

100%

Khan T. N.

nr 2

141-158

Realizing the fact that social media has become the mainstream of corporate marketing, this research aims to investigate the use of social media tools by Islamic banks: Facebook and YouTube. To identify and evaluate the social media activities, this research analyses four fully-fledged Islamic banks in Pakistan and seven fully-fledged Islamic banks in the UAE. Since there is a lack of research on the topic of social media marketing by Islamic banks, therefore eight effective features of utilising Facebook in corporate marketing have been extracted from the existing literature. Subsequently, in order to evaluate the eight factors descriptive observation analysis and coding methods were used. The findings deduce that Islamic banks require influential ways to distinguish their social media activities. This research believes that by channelizing such active social mediums aptly, consumer’s concerns about Islamic banking can be addressed. Islamic banks need to realize that these social mediums enable them to offer differentiated services according to the target segment and audience, which will result in greater satisfaction and customer loyalty. Monitoring social media activities of local and global Islamic banks can assist in devising a unique corporate marketing approach for using Facebook and YouTube. There are few existing articles available on social media and Islamic banking topics, therefore this research makes an attempt to fill that gap and brings attention to conduct further study about social media as a corporate marketing communication tool.

Social Media in the Workplace in the Czech Republic, Poland and Slovakia

100%

Štefko M.

nr 1

11-17

This paper deals with legislation and case law regulating social media in the workplace. It analyzes mainly privacy’s limits for selection procedures, working time and dismissals in three Central European states,such as the Czech Republic, Poland or Slovakia. Although there are common general principles like an employees’first and last task is to render services on behalf of his/her employer and do not misuse employer’s devices to private purposes courts’ decision varies. Alike action is considered in one state to be legal, in another illegal.

Social Media Use and Adolescents’ Levels of Advertising Literacy

63%

Čábyová Ľ. , Hudáková V.

nr 2

147-163

Advertising literacy is a set of knowledge, abilities and skills enabling one to identify and comprehend advertised messages. The theoretical part of the paper brings various points of view on advertising literacy (which we comprehend to be an element of media literacy), its classification and basic levels. The aim of the paper is to identify the level of advertising literacy among adolescents. The research has been conducted on a sample of 348 youngsters aged 13 to 17 years old. The authors of the paper investigated the influence of age on advertising literacy in the process of identifying intent of advertisement on the social network Instagram utilising new formats of digital communication such as reels, stories and memes. The authors of the paper tend to admit that the age of respondents may have an influence on adolescents’ advertising literacy but to finally claim so, further research with respondents from larger age groups would have to be conducted.