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1

Perception of Data from the Ecological Activities of Companies Using Innovative Communication Tools

100%
Kubovics M., Zaušková A., Ščepková S.
Communication Today
|
2021
|
vol. 12
|
issue 2
84-99
EN
By increasing the diversity of data from the evolving rebirth of societies to become greener, a need to simplify perception has been created, especially in the area of interactive data visualisation, which helps the user with data interpretation. Therefore, it is important to clarify the main factors of perception and predisposition to effective and clear perception of data. The interconnection of data visualisation, environmental activities and communication tools reinforces the fact that the groundswell is a leading innovative element that needs to be taken into account for the complexity of research. The authors analyse the research of domestic and foreign experts so far, summarise the findings as an ideal basis for their subsequent research and supplementation of expertise across the spectrum in the field of data perception, environmental activities of companies and largely innovative communication tools. They also deal with previous research in the field of effective data perception, environmental activities of companies and the resulting data packages. The study uses balanced methods of qualitative and quantitative research. Qualitative methods are in the form of analysis of the content of previously collected texts and documents, which is unstructured and has an emergent relationship between theory and research. It is also a well-established semantic analysis of conceptual expressions. Within the quantitative methods, representation is in the form of evaluation of the authors’ own survey carried out in Slovak business entities. The dependence between the variables is tested using Cramer’s V. The main goal of the study is to present a proposal for a methodology for displaying data from the environmental activities of businesses using innovative communication tools. Extensive research in the field of data visualisation and findings are formulated into conclusions in order to achieve a professional discussion on the issue. The added value of a scientific study is mainly in the clarification of specific and measurable data resulting in an effective display within the visualisation.
2

The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

100%
Murár P., Kubovics M., Jurišová V.
Communication Today
|
2024
|
vol. 15
|
issue 1
50-63
EN
Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency, and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice.
3

A Consideration on the Impact of Artificial Intelligence on Society

74%
Kubovics M.
Communication Today
|
2023
|
vol. 14
|
issue 1
213-214
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