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1
Content available remote

Social media marketing – kreowanie wizerunku firmy w przestrzeni wirtualnej

100%
Stopczyńska K.
Zarządzanie i Finanse
|
2012
|
vol. 1
|
issue 1
515-523
EN
Social media marketing is action to use the latest marketing strategies based on dialogue with the client in the community created in virtual reality. This is an excellent choice for all those companies that want to be close to customers and thanks to such almost direct contact in a very natural way to create your image. The company becomes a friend of the client, so that after some time, he regularly conducted activity just thought about it that way.
2

POPULISM AND SOCIAL MEDIA: AN INTRODUCTION INTO META-THEORY

80%
Školkay A.
Studia Politica Slovaca: časopis pre politické vedy, najnovšie politické dejiny a medzinárodné vzťahy
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2021
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vol. 14
|
issue 2-3
5 - 21
EN
In the introduction, we discuss theories and theoretical perspectives on social media. On the one hand, we show some problematic aspects of emerging theories and theoretical perspectives and on the other hand, we show the relative usefulness of some older communication and sociological theories. Then we briefly discuss populism from communication and sociological perspectives. In the next part, we provide an overview of theories and theoretical and empirical perspectives on the role played by social media, and in particular FB, in communication of populist political parties and leaders. We discuss structural opportunity factors for populist communication and summarise findings that confirm that different types of social media have different impacts in political communication by populists as well as among different audiences. Also there is consensus that social media do not cause populism but rather create an opportunity for easier, cheap and fast dissemination of populist messages. Furthermore, we identify theories and findings related and relevant to networks in general, and political networks on social media in particular. Finally, we present an emerging theory on populism and social media.
3
Content available remote

Rosnące znaczenie mediów społecznościowych jako szansa dla firm w walce o uwagę klienta

80%
Chwiałkowska A.
Zarządzanie i Finanse
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2012
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vol. 1
|
issue 2
471- 482
EN
The article aims at explaining what stands behind such a big success and popularity of social media. Author presents the Web 2.0 concept and basic characteristics of social media. It explains the reasons why company should be involved in the creation of online communities and participate in them. It presents the results of several researches showing current trends in the way customers communicate with companies and the changes in their expectations. The author tries to explain the main reasons why social platforms are gaining popularity and what are the challenges as well as opportunities for business concerning those changes.
4
Content available remote

Social media jako element strategii banków opartej na budowaniu relacji z konsumentami

80%
Kuchciak I.
Zarządzanie i Finanse
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2012
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vol. 4
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issue 1
349-366
EN
The success of the Web 2.0 is said to lie in its unique feature of user provided content and therefore the empowering of users through sharing, collaborating, recommendation, tagging, trust and tribe building. Social media is a huge opportunity for brands if they learn to influence the collective wisdom of the crowd to be able to build a significant and defensible market position based on solid social acceptance. This study has been able to explore the world of social media and how an organization can derive maximum benefits from the available platforms. Particular attention has been paid to the concept of mass media in the banking sector and pointing to the role that social media play in the process of long-term and beneficial bank - customer relationships as well as improving the competiveness position. To align social media efforts with key business objectives, banks should conduct social media benchmarking to define key performance indicators that can guide a strategic approach to the channel. Not only will this kind of+ strategic engagement provide a wealth of insightful consumer data, it could help improve the customer experience, strengthen loyalty, and attract new business.
5

DIFFERENT MODALITIES OF USING FACEBOOK: THE INFLUENCE OF ACTUAL SOCIAL RELATIONS, WELLBEING, AND ATTITUDE TOWARDS THE MEDIUM

80%
Tartaglia S.
Studia Psychologica
|
2016
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vol. 58
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issue 1
3 – 17
EN
The online social networks attract the social scientists’ attention because of their large diffusion and their social and psychological impact. The majority of the studies focus on Facebook because it is the largest one. There are contrasting opinions on the positivity of that social medium. It is not possible to reach univocal results considering the use of Facebook as a whole. It is better to distinguish different modalities of use. This study investigates these modalities and predicts them on a sample of young adults in Italy. The analyses were carried out in two steps. The first one is identifying the modalities of using Facebook and the attitudes towards it. The second one testing the influence of different predictors: actual social relations, wellbeing, and the attitudes towards the medium. Participants use Facebook in different ways. Implications are discussed.
6
Content available remote

TEACHING AND LEARNING WITH SOCIAL MEDIA

80%
Cheal C.
e-mentor
|
2011
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issue 5 (42)
85-90
EN
This article addresses the question of whether specific social media applications will promote student engagement and learning in higher education. After a justification of social media is given and an introduction about terminology, a brief overview will highlight 50 years of technology and education theoretical trends that show their convergence in constructivism, which is followed by examples of specific, beneficial social media assignments in university courses. The conclusion is positive in that faculty findings indicate there is evidence that social media assignments can promote active learning and student engagement.
7
Content available remote

Marketing w mediach społecznych na przykładzie strony społecznościowej Biblioteki Uniwersyteckiej w Toruniu w serwisie Facebook

80%
Piotrowski D. M.
Folia Toruniensia
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2011
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vol. 11
135-144
EN
The article discusses the issue of using the potential of the social media in carrying out electronic library services. It shows the strategies of optimization of social media and the methods of social marketing on the example of the fanpage of the University Library in Torun in the service Facebook. Marketing in social media is a new field and undoubtedly it is necessary to verify the condition of research and to familiarize Polish librarians with the systematized collection of data on this subject. Thus, the article is supposed to be a guide for librarians, who need ideas to use the social service Facebook in their work. The article includes answers to many questions such as how to collect a group of loyal fans, how to organize competitions and events, how to avail the Online Public Access Catalogue of the library, how to make the social webpage look professional, and how to use the advanced functions and possibilities of Facebook.
8
Content available remote

Media społeczne w procesie komunikacji marketingowej

80%
Machura P.
Zarządzanie i Finanse
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2012
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vol. 1
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issue 1
481-489
EN
The purpose of this article is to present the process of marketing communication in social media, presentation of selected communication channels, and cite the results of research carried out among both businesses and users of social media.
9
Content available remote

[recenzja:] Chris Brogan, Julien Smith: Zaufanie 2.0. Jak wywrzeć wpływ, zdobyć lojalność klientów i kreować markę, Gliwice 2011

80%
Tyszkowska M.
Toruńskie Studia Bibliologiczne
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2012
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vol. 5
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issue 2(9)
180-183
EN
A review of a book dedicated to Trust Agents. Today’s online influencers are Web natives who trade in trust, reputation, and relationships, using social media to accrue the influence that builds up or brings down businesses online. Two social media veterans show how to tap into the power of social networks to build brand’s influence, reputation and profits. The book presents how businesses are using the latest online social tools to build networks of influence. Combining high-level theory and practical actions, this guide delivers actionable steps and case studies that show how social media can positively impact your business.
10

On Selected Aspects of the Methodology of Social Media Surveying from the Viewpoint of Political Sciences

80%
Kyška R.
Communication Today
|
2014
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vol. 5
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issue 2
66–79
EN
Social media are becoming increasingly important tools of political communication which makes them the subject-matter of study of political sciences – not only in borderline disciplines such as political marketing or political communication, but also in political sciences and international relations. Existing expert publications mainly focus on surveying traditional media and usually do not reflect the reality of the continuously growing influence of social media; however, they tend to pay attention predominantly to the distinctiveness of the media space. The purpose of the article is to contribute to the discussion about methodology distinctions and even counter positions of such surveys through comparison with methods of surveying traditional media. Every contemporary researcher must cope with the largest amount of – relatively easily available – sources in the history of mankind. Online environment is characterised by high degree of innovativeness related to the process of continuous transformation; compared to traditional media, the content of social media is unstable and it is necessary to put much higher demands on the context of online contents and relevancy of information sources. The study points out methodology risks that should be reflected mainly in the preparatory stage of surveys, e.g. when determining the selection sample, construction of categories of the content, or media, which are to be surveyed, as well as the setting of coding system. Due to the abundance of various content types, it is getting increasingly difficult to distinguish the relevant from the trivial. It requires much more intensive preparation of the researcher who must be aware of different environments and understand the methodology of differences surveyed by the study.
11

MYTH OF THE VICTIM PUBLIC. DEMOCRACY CONTRA DISINFORMATION

70%
Špecián P.
Filozofia (Philosophy)
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2022
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vol. 77
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issue 10
791 – 803
EN
Do people fall for online disinformation, or do they actively utilize it as a tool to accomplish their goals? Currently, the notion of the members of the public as victims of deception and manipulation prevails in the debate. It emphasizes the need to limit people’s exposure to falsehoods and bolster their deficient reasoning faculties. However, the observed epistemic irrationality can also stem from politically motivated reasoning incentivized by digital platforms. In this context, the readily available disinformation facilitates an arms race in loyalty signalling via a public endorsement of fanciful partisan claims. Such a signalling arms race appears capable of derailing democratic decision-making perhaps more effectively than any known reasoning deficiency. Appreciating the role of an instrumentally rational cost-benefit calculus in triggering the disinformation crisis thus appears vital. Examining these themes, the paper contributes to the current debates in political epistemology and democratic theory.
12

TRUST BUILDING AND FAKE NEWS ON SOCIAL MEDIA FROM THE PERSPECTIVE OF UNIVERSITY STUDENTS FROM FOUR VISEGRAD COUNTRIES

70%
EGER L., EGEROVÁ D., MIČÍK M., VARGA E., CZEGLÉDI C., TOMCZYK L., SLÁDKAYOVÁ M.
Communication Today
|
2020
|
vol. 11
|
issue 1
70 – 88
EN
There is an important need in the literature to explore the effects of social media use on young people’s behaviour. The main purpose of this research is to explore which factors of users’ gratifications are associated with using social media by university students from four Visegrad countries in Central Europe. Online communication on social media may be affected by a variety of factors that affect the development of mutual relationships. Thus, research is also focused on trust building on social media. The research team conducted qualitative research aimed at the deeper understanding of students’ opinions on trust and social media and their view on the phenomenon of “fake news”. Conducted focus groups in four countries showed that university students, who are frequent users of social media, are inclined to trust certain pages they like but generally, they do not trust social media. They use social media primarily for maintaining relationships and they believe people who are connected to their network. It is obvious that students use social media to satisfy their needs, especially in the field of entertainment, partly also for obtaining information. The findings show that expected gratifications of students are built on their practical experience with media.
13

MEDIA IN ELECTION PROCESSES

70%
Piechota G.
Communication Today
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2011
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vol. 2
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issue 2
44-51
EN
The politician does not want to be just a subject exposed to the political arena any longer, who is becoming well-known and recognizable thanks to political advertising. The politician is getting more active in the field of communication processes aimed at creating a new image of the politician, whom the voters know not just from the traditional media but also from their direct contact with the environment and passing his or her views on many subjects e.g. politics, social issues or economy. At the same time, political marketing processes are gradually replaced by political public relations processes, and the one-way direction of the message, which is characteristic of marketing communication, seems to be systematically replaced by the two-way communication, which is typical for the public relations processes. Progressing development of the social media, such as Internet blogs, Facebook, Twitter, as well as the development of political public relations, influence the changes in both: perceiving the role of the traditional media in the election processes and political communication and in the co-relation between the traditional media and the social media. Social media are more likely to be regarded as being not only complementary to the traditional media, or the brand-new communication tool, but even being an alternative to the traditional media.
14

Uses and Gratifications Approach, Social Media and Personal Branding: A Study on Social Media Users in Turkey

70%
BOZTEPE T. H.
Communication Today
|
2019
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vol. 10
|
issue 1
142-155
EN
The uses and gratifications approach has been an important part of communication studies for a long time, viewing target audiences not as passive recipients of messages disseminated via the communication processes but rather as active individuals who consciously consume media to satisfy their social or psychological needs. In older communication researches, the approach aimed to define the reasons why target audiences prefer certain kinds of ‘traditional’ media. However, it has recently been used in order to explore why people use social media (and to identify the needs people wish to satisfy by using them). The approach could also be used to explain whether (and how) people use social media to satisfy the recently popular need for personal branding. In light of the information mentioned above, the study deals with social media in relation to the uses and gratifications approach and analyses social media as a communication means able to gratify the need for personal branding. A total of 414 social media users in Turkey have answered a questionnaire. This quantitative research method has been designed for the research conducted as a part of the study. The data obtained from the research has shown that social media users in Turkey prefer to use social media to satisfy their needs of information seeking, social interaction, information sharing, passing time, entertainment, expressing opinions and relaxation and for convenience utility, communicatory usefulness and ‘surveillance’. Besides, it has been found out that many of the participants use social media for the purpose of personal branding.
15

COMMUNICATION OF LOCAL FARMERS’ PRODUCTS THROUGH FACEBOOK: THE CASE STUDY OF NAŠE-VAŠE

70%
PETRIĽÁK M., JANŠO E., HORSKÁ E.
Communication Today
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2020
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vol. 11
|
issue 1
150 – 163
EN
Social media are currently not only used for communication between individuals but an increasing number of companies use these means as simple and fast sales and communication channels. The importance of communication with consumers through social networks, such as Facebook, is essential in today’s marketplace for small businesses, for which this tool is one of the cheapest alternatives to communicating and selling products. This trend did not escape agriculture-specific local farmers who process fresh local products. The study’s objective is to highlight the importance of social media communication in the agri-food sector, specifically in the sub-sector of local fresh products, as well as to determine which consumers are most interested in local products from farmers communicated through Facebook. We conducted the research using our Facebook page called Ours-Yours (in Slovak Naše-Vaše). This account was created for research purposes and has a clearly defined objective of supporting and promoting local fresh products from small Slovak farmers. Research involved 42 small farms that sell fresh local dairy products. From these farmers we discovered what form of marketing communication they had used in the past. Afterwards, we visited eight selected farms, took professional photos of their products, and promoted them under one brand using our Facebook page Ours-Yours (Naše-Vaše). The methodology of the research was based on an analysis of Facebook posts, which were visualised, uniformly graphically processed photographs of the products. Contributions were advertised on radio located 50 kilometres from the farms to ensure local marketing of the products. We measured demographic factors (gender and age) and users’ interaction with individual posts. Research has shown that women between the ages of 45 – 64, who follow Facebook mostly from their mobile phones, are most interested in Facebook posts with local fresh products (and information about them).
16

THE USE OF SOCIAL MARKETING CAMPAIGNS IN RAISING AWARENESS OF THALASSEMIA IN THE UAE

70%
ZAMOUM K.
Communication Today
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2020
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vol. 11
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issue 1
186 – 198
EN
The aim of the present study is to evaluate the communication strategies that were adopted by thalassemia campaigns in the United Arab Emirates (UAE). The author discusses how thalassemia campaigns relay their messages and activities. Which communication channels are used by the campaigns? And which target audience do they consider to be important? The content analysis and survey were conducted to understand the strategy and impact of the campaigns. The results confirm that the campaigns were successful in various aspects such as planning, targeting the audience, coming up with creative and appropriate messages, as well as choosing effective communication channels. The awareness strategy utilised in the campaign took into consideration the specific social and cultural aspects of the Gulf region, especially where endogamy marriages take place, and which thus are directly related to the campaign’s subject. The research results indicate that social media usage (37.52%), personal communication (30.02%) and print media (15.03%) played a significant role during the campaigns in raising awareness of thalassemia in the UAE. It was found that less than half of all respondents (48.21%) confirmed that they received information regarding the disease through thalassemia campaigns’ web sites, 20.36% said that they accumulated information about the disease from mass media, while 13.16% of respondents said that local media outlets were their source of information about thalassemia.
17

REDUCING SOCIAL MEDIA AND SMARTPHONE USE AMONG CZECH FEMALE UNIVERSITY STUDENTS DURING THE COVID-19 PANDEMIC: AN EXPERIMENTAL STUDY OF THE CHAMBER REST INTERVENTION

70%
Malůš M.
Človek a spoločnosť. Internetový časopis pre pôvodné teoretické a výskumné štúdie z oblasti spoločenských vied
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2023
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vol. 26
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issue 1
-
EN
This study aims to explore the potential positive impact of combined chamber REST interventions on reducing smartphone and social media overuse and the associated mental health outcomes among female university students in the Czech Republic. In early 2021, 988 female university students aged between 19 and 56 years old completed a battery of questionnaires. For the quasi-experimental part, a subsample of 98 participants aged between 19 and 53 was selected. The data collection involved a software application to objectively measure the time spent on smartphones and social media and the administration of five self-report scales. The study suggests that the used combined interventions can significantly reduce the time spent on smartphones and social media. This can have a positive effect on aspects of mental health such as problematic use of smartphones, fear of missing out, trait anxiety and to some extent, satisfaction with life. The study also suggests that the intervention effectiveness had a greater impact in the chamber environment.
18

INFORMATION SOURCES SHARED ON FACEBOOK AND NETWORKING BY POPULIST LEADERS IN ITALY

61%
Bertero A.
Studia Politica Slovaca: časopis pre politické vedy, najnovšie politické dejiny a medzinárodné vzťahy
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2021
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vol. 14
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issue 2-3
51 - 65
EN
Social media (Facebook, WhatsApp and YouTube) seem to be the key tool for accessing news in Italy. Coincidentally, they are also the key tool for communication and (internet-based) organisational aspects of two rather different populist parties (5SM and League) and their leaders, Di Maio (until January 2020) and Salvini. Salvini and Di Maio's FB pages shared contents that were not exactly analogous but still they present some similar characteristics. Among differences one can note that Salvini in contrast to Di Maio shared more frequently local content. Moreover, Salvini virtually ignored European sources. Network analysis showed that Salvini's FB page network was relatively far more extensive than Di Maio's. Interestingly, FB groups and pages sharing Di Maio’s posts were rather symbolic in numbers and mainly organized as bottom-up initiatives by small groups of militants that were not directly or formally linked to the 5SM. Conversely, those FB pages and groups more prone to share Salvini's contents tended to perceive themselves as local sections of the party. Both leaders tended to share content that supported their arguments, or at least content that they could use to support their own interpretation.
19

THE LOCAL ELECTION 2010 IN SOCIAL MEDIA (Komunalne volby 2010 v prostredi socialnych medii)

61%
Murar P.
Communication Today
|
2011
|
vol. 2
|
issue 1
94-111
EN
When not considering the campaign of Barack Obama, the best example of using social media in parliamentary election campaign was the campaign presented by the SaS (Freedom and Solidarity) political party. It has significantly accelerated the setting of social media as tools of the political marketing in the environment of the Slovak political scene. Since the parliamentary elections in June 2010 a sharp increase of the politicians´ interests in social media, especially in Facebook and YouTube, can be seen. This study explores the potential of social media and identifies key factors of a successful communication. The core of the study is a detailed analysis of the activities of candidates for mayors in municipal elections in 2010. It points out that the main problems of using social media are the ignorance of the social media specifics and application of traditional practices and attitudes that do not work in social media.
20

Network Communities as an Expression of Inclusive Culture of Participation in Political Protests: The Sunflower Movement Case Study

61%
PIECHOTA G.
Communication Today
|
2018
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vol. 9
|
issue 2
74–89
EN
This article offers an analysis of the ways creation of a community influences the activity of users expressed in their network behaviour. It has been assumed that a varied choice of used tools and channels of communication characterising societies with a high level of technological development simultaneously influences fragmentation of network communication processes. Inclusive culture of participation becomes limited, which is the result of the degree of engagement of users which influence participation in a virtual community. This leads to their differentiation in relation to content and choice of the used channels during network communication. Another factor limiting participation is also communication activity of administrators of a virtual community who impose the dominating content of messages. The research results are a part of scientific research concerning the role of leaders in network communication as well as the creation of network communities that accompany political protests and demonstrations.
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