Identificación del Modelo AIDA en el marketing de redes sociales para que los restaurantes del sector gourmet logren la fidelización con los clientes en Cochabamba

The recent Coronavirus disease (COVID-19) pandemic was of particular concern for the public worldwide due to its threat on patients’ health and life. This study aims to determine the proportion of Kuwaitis who obtained COVID-19 virus- and health-related information through the social media and to detect the socio-demographic factors that could affect the use of social media for seeking information on viruses in general and COVID-19 in particular. An electronic questionnaire was the major tool of study and was distributed to 2,108 Kuwaiti participants who use social media. The questionnaire was composed of respondents' demographic information, the degree of COVID-19 news, the information gained through social and traditional media tools, and the extent of using social media tools. Data show that there were significant differences between males and females in the Corona Symptoms Knowledge Scale (CSKS), Corona General Health Knowledge Scale (CGHKS), and Social Media Trust Scale (SMTS). There were significant differences among the age categories regarding the amount of general health knowledge gained through social media as well as the amount of knowledge gained regarding Coronavirus symptoms. The degree of trust in social media also differed between age groups. For the social media platform, WhatsApp was the preferred social media tool to utilize for news about Coronavirus. For the traditional media, official Kuwaiti TV channels was the first media preference for following news. Public health workshops are needed to educate the community on how to find official health-related information sites using the internet and social media platforms during the disease outbreak.

Government Surveillance and Counter-Surveillance on Social and Mobile Media: The Case of Iran (2009)

The advent of information and communications technology has changed the way people and organisations function, communicate, transact, recruit, market business and services. To keep pace with the ever-changing business and marketing trends, organisations have integrated information, tools of communication & the boom of internet technology into their strategies.The education industry is no exception to this challenge. The primary goals in marketing University is to attract prospective students from across the globe. Increasing globalisation, aspiration, movement, ease of financial access is drawing students to apply for higher studies in Universities away from their country of residence. Many new-age studies of youth, teenagers and Gen Y overwhelmingly suggest that they are prolific users of the Internet and in particular social media applications. These factors have led to social media being heavily leveraged by universities to create interest and draw in applicants. Social media tools like Facebook, Instagram, LinkedIn, Quora, Google+, Youtube is integrated with the other traditional media viz print/broadcast media, exhibitions, educational trade fairs et al to reach students from various countries. Social Media plays dual power of attracting student applicants as well as helps engagement to create a loyal online community through sharing content which is found relevant and useful by the new young generation.This research paper examines the role of social media in helping international students choose university for higher studies in India. This study included in-depth interviews and a survey to include 183 students’ International students studying in 6 different cities in India.The research findings indicate that International Students increasingly use social media thus highlighting the role of social media in influencing international students’ choice of university . All in all, this study provides directions for universities to influence students innovatively and strategically. International students depend on social media for supplementary information to strengthen the information gathered through primary influencers like family, friends and alumni.With increasing media clutter it's absolutely essential to ensure media planning for use of social media sharp and appropriate media tools are selected to reach the students and thereby enable them to effectively use it for choice of University. Social media strategy through consumer generated word of mouth and influencer marketing to communicate the experience, safety, acceptance of diverse culture can be leveraged to help the students’ choice process.

Expert retrieval has been widely studied especially after the introduction of Expert Finding task in the TREC's Enterprise Track in 2005 [3]. This track provided two different test collections crawled from two organizations' public-facing websites and internal emails which led to the development of many state-of-the-art algorithms on expert retrieval [1]. Until recently, these datasets were considered good representatives of the information resources available within enterprise. However, the recent growth of social media also influenced the work environment, and social media became a common communication and collaboration tool within organizations. According to a recent survey by McKinsey Global Institute [2], 29% of the companies use at least one social media tool for matching their employees to tasks, and 26% of them assess their employees' performance by using social media. This shows that intra-organizational social media became an important resource to identify expertise within organizations. In recent years, in addition to the intra-organizational social media, public social media tools like Twitter, Facebook, LinkedIn also became common environments for searching expertise. These tools provide an opportunity for their users to show their specific skills to the world which motivates recruiters to look for talented job candidates on social media, or writers and reporters to find experts for consulting on specific topics they are working on. With these motivations in mind, in this work we propose to develop expert retrieval algorithms for intra-organizational and public social media tools. Social media datasets have both challenges and advantages. In terms of challenges, they do not always contain context on one specific domain, instead one social media tool may contain discussions on technical stuff, hobbies or news concurrently. They may also contain spam posts or advertisements. Compared to well-edited enterprise documents, they are much more informal in language. Furthermore, depending on the social media platform, they may have limits on the number of characters used in posts. Even though they include the challenges stated above, they also bring some unique authority signals, such as votes, comments, follower/following information, which can be useful in estimating expertise. Furthermore, compared to previously used enterprise documents, social media provides clear associations between documents and candidates in the context of authorship information. In this work, we propose to develop expert retrieval approaches which will handle these challenges while making use of the advantages. Expert retrieval is a very useful application by itself; furthermore, it can be a step towards improving other social media applications. Social media is different than other web based tools mainly because it is dependent on its users. In social media, users are not just content consumers, but they are also the primary and sometimes the only content creators. Therefore, the quality of any user-generated content in social media depends on its creator. In this thesis, we propose to use expertise of users in order to improve the existing applications so that they can estimate the relevancy of a content not just based on the content, but also based on the expertise of the content creator. By using expertise of the content generator, we also hope to boost contents that are more reliable. We propose to apply this user's expertise information in order to improve ad-hoc search and question answering applications in social media. In this work, previous TREC enterprise datasets, available intra-organizational social media and public social media datasets will be used to test the proposed algorithms.

Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

Considering their effects and capacity, social media dominate mainstream media nowadays. The purpose of this study is to determine whether there are any differences among social media users in Turkey by observing the behavioral patterns of specific groups of users in terms of activities, preferences, and use habits. The study examines to what extent or by whom social media tools are actively used in Turkey and which factors promote the current use of social media. The authors used cluster analysis to classify a sample of 530 Turkish social media users, based on the users' specific activities (i.e., just following others, following and participating, and/or original content creation) on social media platforms. The results indicate that Turkish social media users can be grouped into five clusters; namely, ＂social pioneers＂, ＂observers/watchers＂, ＂content creators＂, ＂engagers＂, and ＂game lovers＂. The authors found that there is widespread consumption among Turkish users, but that they use social media primarily to follow others in order to learn and to interact socially. Using social media for original content creation is not yet common. The findings of this study can be useful for further social media research in the digital marketing field globally.

Social networks, and social media as the tools, are everywhere in the marketer’s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury brands with their high brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers’ experience and perceptions of their brands. Social media are highly related with the concept of Web 2.0, which go back to O’Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sha...

Social media platforms have emerged as a powerful communication strategy for school leaders, whether within a school or in the community as a whole. The potential for the heads of school to improve leadership connectedness and efficiency lies in the proper selection and use of available social media tools. This would consolidate their position and influence in a 21st-century learning environment. Social media tools provide efficient means for school leaders to mobilize and to build consensus on important matters among their subordinates or stakeholders before arriving at a final decision. They also can use social media tools to shape a vision of academic success for students, motivate academic staff in carrying out their duties in a diligent manner, and build support for their efforts by communicating directly with parents and the community. By spearheading the use of social media strategies, school leaders can inspire teachers to embark on a pedagogical shift by putting real-world tools in the hands of students. This would allow students to consume information, as well as to create artifacts of learning to demonstrate conceptual mastery. Students would become more motivated through active engagement and achievement by focusing on improving essential skills, such as collaboration, creativity, critical thinking, problem solving, and global connectedness. Allowing for distant access, social media also enhance the management zone and extend learning beyond classrooms and schedules. Because social media resources are varied and evolving, school leaders can establish an empowered and dynamic learning community of educators in which skills, knowledge, and thinking would be shared among them through Professional Learning Communities (PLCs). Leaders also could form their own Personal Learning Networks (PLNs) to meet the diverse learning needs of their schools, acquire and share resources, access knowledge, receive feedback, connect with both educational experts and practitioners, and discuss proven strategies to address teaching, learning, and leadership concerns. Furthermore, a school leader can create specific social media channels to collectively engage teachers, heads of departments, coordinators and community leaders. This would enhance the sharing of instructional ideas and strategies, policy issues, and positive aspects of school culture that promote community pride. In this way, a school would not only provide a healthy environment for sharing ideas and collaboration, but would improve the teaching and learning process and attract the enthusiastic participation of stakeholders in school affairs. Lastly, school leaders can employ social media platforms to engage the outside community in an appropriate manner to improve their institutional image and relationships with others. Thus, a vibrant social media strategy would provide an efficient means to manage content and communicate the most accurate, timely, and relevant information, based on appropriate levels of transparency. It would also provide a means of interaction between the school leaders and community stakeholders, enabling them to keep these community stakeholders updated on either the current or most important aspects or events within the schools, hence promoting community participations in school affairs.

PurposeThe purpose of this paper is to determine the social media (SM) tools that are the most prevalent for project management activities, ascertain the areas of project management that are most benefited by SM, elucidate enablers and inhibitors to adoption of SM and identify the implications for virtual teams.Design/methodology/approachA Delphi study was used to explore why and how SM is being utilized in projects. In total, 32 participants contributed to three rounds of Delphi study, comprising two rounds of questionnaire followed by confirmatory interviews. The vulnerabilities and difficulties associated with the use of SM were examined by qualitative interviews.FindingsInformation sharing SM tools, such as YouTube, Dropbox, SlideShare, flickr, CrowdStorm and Instagram, are the most advantageous to project management. However, the tools utilized differ at different stages of the project lifecycle. The major benefit of SM is that it enables project teams to communicate efficiently and positively affects virtual team dynamics. Adoption can be inhibited by the absence of infrastructure in rural areas and differing preferences for SM tools in global regions. There is also a perceived lack of maturity of policies and procedures to govern SM adoption and use.Research limitations/implicationsThe research was conducted based on the Project Management Body of Knowledge version 5 project management processes.Practical implicationsThe findings will enable practitioners to select SM tools that are suitable for project activities and forewarn about potential shortfalls. The findings also facilitate a qualitative analysis of SM attributes and their effect on project management.Social implicationsProject practitioners can use the findings to adopt SM for their project management.Originality/valueThis study extends the literature concerning the use of SM for project management, provides a foundation for future research and may present as a useful guide for the adoption of relevant SM tools.

Social media, especially social network sites (SNS) such as Facebook have grown rapidly in popularity in the last ten years. [...]

Academics in the UK Use Social Media to Enhance Traditional Scholarly Reading

Purpose: The increasing influence of social media has significantly transformed small and medium scale businesses (SMSBs) operations in developing regions. This study assesses the impact of various social media tools on SMSB performance in Ikot Ekpene Local Government Area, Akwa Ibom State, Nigeria. It aims to evaluate the effectiveness of tools such as content creation, marketing strategies, brand building, networking, and e-commerce integration. Methodology: Using a survey design, data were collected from 331 respondents out of a sample of 363 SMSBs, drawn from a population of approximately 3,957, determined using the Yaro Yamane formula. Structured questionnaires facilitated data collection, and analyses included simple percentages, frequency tables, SPSS coding, and multiple regression analysis. Findings: The findings reveal that content creation and sharing significantly enhance SMSB performance (t = 5.809, p = 0.000). In contrast, marketing strategies exhibit a significant negative impact (t = -4.455, p = 0.000), indicating effectiveness challenges. Brand building and awareness positively influence performance (t = 6.861, p = 0.000), emphasizing the need for a strong brand presence. Networking and collaboration yield the most substantial positive effect (t = 9.019, p = 0.000), highlighting the value of strategic partnerships. Conversely, e-commerce and sales integration show no significant effect (t = -0.468, p = 0.640), suggesting it may be less critical than other strategies. The study concludes that leveraging social media tools strategically can enhance SMSB performance. It recommends that SMSBs prioritize high-quality content, brand building, and effective networking while re-evaluating traditional marketing strategies for improved impact. Originality / Value: This research contributes valuable insights into how specific social media strategies affect SMSB performance in developing countries, offering actionable recommendations for business owners in Akwa Ibom State and similar regions.

In this chapter the reader will learn that organizations should not use social media as such, just to use social media as a new hype. Instead, social media initiatives should serve social media strategies, which in turn should serve the organization’s strategies. The chapter shows how social media strategies and corresponding tactics can be derived from the business objectives and how key performance indicators (KPIs) and tactics can be formulated in a SMART way (i.e., as concrete as possible, in order to know what to evaluate). Possible initiatives to execute a social media strategy are covered in the subsequent chapters. While executing a social media strategy, an organization should constantly monitor its initiatives, evaluate whether they pay off, and possibly redirect the strategy. Particularly, social media initiatives do not pay off by merely having a lot of “followers” or many “likes” in social media tools, but by reaching a high return on investment (ROI). Consequently, this chapter also emphasizes the importance of evaluating a social media strategy by means of social actions, business actions (e.g., sales or the number of subscriptions to a newsletter), and ultimately ROI.

PurposeThe purpose of this paper is the exploration of students’ preferred social media (SM) tools for receiving information about their academic library. The authors administered a questionnaire at their prospective institutions: the College of Staten Island (CSI), City University of New York, USA and the University of Western Ontario (UWO) in London, Ontario, Canada. The authors examine students’ preferences for various SM tools, and analyzed the types of information students expect from the library’s SM accounts. The authors argue that the library’s SM postings should be curated based on market research that provides a better understanding of the target audience.Design/methodology/approachThe authors explore the SM preferences of students at their prospective institutions. The authors examine the SM channels students visit and the types of SM content they wish to seek out. The authors ran the authors’ study from September 1 through December 31, 2016. The authors used convenience sampling and a printed questionnaire to collect data from students in information literacy instruction sessions (n=633 at CSI, n=602 at UWO).FindingsThe authors found that more students (at both institutions) used Facebook and YouTube, as compared with other SM platforms. If they viewed their library’s SM accounts, students from both institutions preferred to read about news and current events, followed by announcements about new library services.Practical implicationsThe authors illustrate that conducting market research helps SM managers understand their target audience. Market research is the key to successful SM management. It also helps in the development of a marketing plan and provides insights on students’ preferences regarding SM content.Originality/valueThis study compares students’ SM preferences across two academic institutions from two countries, the USA and Canada. The authors wished to investigate the similarities and differences among these students’ preferences.

While there are several media options available to a marketer, this study focuses on new media options. The study proposes (a) relevant social media strategies for each social media tool, and (b) appropriate social media strategies and tools for each corporate social responsibility (CSR) approach. Based on this categorization, the paper (a) reviews past efforts by Indian companies to utilize social media strategies to implement their CSR campaigns, and (b) identifies gaps and provides recommendations to make future CSR attempts effective. The methodology adopted was a review of CSR literature followed by qualitative analysis of social media sites of fifteen Indian companies, as monitored by the Reputation Institute (Charlotte Bang-Moller, personal communication). Based on the classification of Barker et al. (Social Media Marketing: A Strategic Approach, Cengage Learning, 2013) and Nedra Weinreich (personal communication), employment of the 7 Cs of social media strategy relevant to a CSR campaign is proposed.