scholarly journals YouTube as an Airlines Marketing Tool

2018 ◽  
Vol 7 (1) ◽  
pp. 45-69
Author(s):  
Martina Pásková ◽  
Jan Hruška ◽  
Josef Zelenka
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Social Media Analytics ◽  
Research Results ◽  
Qualitative And Quantitative ◽  
Quantitative Analyses ◽  
The Difference ◽  
Marketing Tool ◽  
Changes Over Time ◽  
The Way

Abstract Multimedia communication through social media has been experiencing constantly growing significance in the field of airline marketing. The aim of the research presented in this paper was to find out and, with the help of both qualitative and quantitative analyses, describe the way YouTube is used by airlines. The research was conducted in the form of a comparative study with the objective of identifying the difference between YouTube performance of full-service carriers (FSCs) and low-cost carriers (LCCs). The intention was to identify which factors influence the effectiveness of airline marketing conducted via YouTube an as well as the way in which they do it. Analysis of selected data was facilitated by social media analytics tool SocialBakers, content analyses and a correlation analysis of YouTube metrics, selected on the base of previous research results. The research data were collected twice during the year 2017 in order to reflect changes over time. Research results showed that FSCs build their YouTube channels more systematically than LCCs. FSCs offer a substantially wider range of video topics and often sort out topics of their videos in a more detailed way. Regarding the basic metrics of YouTube channels (total number of views, number of subscribers), FSCs surpass LCCs significantly. One reason for their much higher rate of views is the fact that FSCs use celebrities more frequently, and frequently they offer high-quality impression/relationship airline presentation.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

scholarly journals Novel Mega Best-Seller Karya Luluk HF Mariposa dalam Kajian Resepsi Sastra

2021 ◽  
Vol 19 (2) ◽  
pp. 152
Author(s):  
Tania Intan ◽  
Muhamad Adji
Keyword(s):  
Aggressive Behavior ◽  
Research Data ◽  
The Novel ◽  
Research Results ◽  
Female Protagonist ◽  
Data Source ◽  
The Difference ◽  
Horizon Of Expectations ◽  
The Way

This study discusses the reception of readers of the mega best-seller novel entitled Mariposa by Luluk HF. The purpose of this study is to (1) describe the reader's responses, (2) describe the horizon of readers' expectations, and (3) describe the factors that cause differences in responses and the horizon of expectations of readers of Mariposa's novel. The method applied is descriptive qualitative. This study uses a reception aesthetic approach that seeks to find consistent reception patterns as a reflection of the way the reader responds to the text. The research data consisted of texts containing the responses of twenty respondents from the data source in the form of the Goodreads reader site. The research results obtained are as follows. First, not all readers respond positively to the intrinsic elements of the novel, especially the characterization of the female protagonist who is considered to show aggressive behavior with a love motive. Second, most of the horizons of readers' expectations do not match the reality in Mariposa. Readings are generally motivated by curiosity because of the hyperbolic labeling of the novel, recommendations from friends, and the discourse of filming the novel. Third, the factors that cause the difference or suitability of the horizon of readers' expectations for the Mariposa novel are knowledge of literature, knowledge of life, and experience of reading literary works.

scholarly journals Instagram Influencer Analysis for Top 5 Categories in Turkey

2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA
Keyword(s):  
Social Media ◽  
Digital Identity ◽  
Ordinary People ◽  
Daily Lives ◽  
Social Media Platforms ◽  
The Difference ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Relationship ◽  
New Jobs

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

scholarly journals The use of traditional versus e-marketing in SMEs in a developing country: A comparative analysis

2015 ◽  
Vol 4 (4) ◽  
pp. 202-212
Author(s):  
Leanne Manley
Keyword(s):  
South Africa ◽  
Comparative Analysis ◽  
Developing Economies ◽  
Target Market ◽  
The Difference ◽  
Marketing Tool ◽  
Marketing Costs ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
The Way

The revolution of the internet has changed the way many organisations conduct business in today’s market environment, and has specifically changed in the way companies market products to consumers. E-marketing allows a marketer to not only reach a broader target market than traditional methods, but substantially reduces marketing costs as well, which can mean the difference between success or failure in small medium enterprises (SMEs). Multiple studies have investigated traditional and e-marketing practices, however, few studies have focused on SME marketing practices and their use of e-marketing in developing economies. This article provides an insight into current marketing tools employed by SMEs in South Africa and provides a comparative analysis between traditional and e-marketing tool usage. A self-administered questionnaire was distributed to SME owners, whereby data was analysed by means of frequency occurrence. The main results stemming from the research indicate that SME owners have no preference in using either traditional or e-marketing tools, with majority preferring to use both. However, the majority of marketing tools being used and receiving the most effective rating according to SME owners is directed towards e-marketing tools. From the results obtained recommendations are made to policy-makers, SME managers, development agencies and business owners so as to establish an appropriate strategy to improve SME marketability within South Africa. The findings can be universally applied as studies have shown that there is a lot of similarity in the challenges faced by SMEs irrespective of where they come from.

Web 2.0 as a Foundation for Social Media Marketing

2012 ◽  
pp. 342-379 ◽  
Author(s):  
Vedran Podobnik ◽  
Daniel Ackermann ◽  
Tomislav Grubisic ◽  
Ignac Lovrek
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Social Networking ◽  
Low Cost ◽  
Internet Marketing ◽  
Social Media Marketing ◽  
Marketing Campaign ◽  
Internet Users ◽  
The Web ◽  
The Way

In the Web 1.0 era, users were passive consumers of a read-only Web. However, the emergence of Web 2.0 redefined the way people use information and communication services—users evolved into prosumers that actively participate and collaborate in the ecosystem of a read-write Web. Consequently, marketing is one among many areas affected by the advent of the Web 2.0 paradigm. Web 2.0 enabled the global proliferation of social networking, which is the foundation for Social Media Marketing. Social Media Marketing represents a novel Internet marketing paradigm based on spreading brand-related messages directly from one user to another. This is also the reason why Social Media Marketing is often referred to as the viral marketing. This chapter will describe: (1) how social networking became the most popular Web 2.0 service, and (2) how social networking revolutionized Internet marketing. Both issues will be elaborated on two levels—the global and the Croatian level. The chapter will first present the evolution of social networking phenomenon which has fundamentally changed the way Internet users utilize Web services. During the first decade of 21st century, millions of people joined online communities and started using online social platforms, about 1.5 billion members of social networks globally in 2012. Furthermore, the chapter will describe how Internet marketing provided marketers with innovative marketing channels, which offer marketing campaign personalization, low-cost global access to consumers, and simple, cheap, and real-time marketing campaign tracking. Specifically, the chapter will focus on Social Media Marketing, the latest step in the Internet marketing evolution. The three most popular Social Media Marketing platforms (i.e., Facebook, Twitter, and Foursquare) will be described, and examples of successful marketing case studies in Croatia will be presented.

scholarly journals What’s All the Chatter? A Mixed-Methods Analysis of Emergency Physicians’ Tweets

2019 ◽  
Vol 21 (1) ◽  
pp. 26-32 ◽  
Author(s):  
Jeff Riddell ◽  
Alisha Brown ◽  
Lynne Robins ◽  
Rafae Nauman ◽  
Jeanette Yang ◽  
...  
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Mixed Methods ◽  
Qualitative Analysis ◽  
Community Of Practice ◽  
Emergency Physicians ◽  
Shared Resources ◽  
Qualitative And Quantitative ◽  
Quantitative Analyses ◽  
Educational Delivery

Introduction: Twitter is growing in popularity and influence among emergency physicians (EP), with over 2200 self-identified EP users. As Twitter’s popularity has increased among EPs so too has its influence. While there has been debate about the value of Twitter as an effective educational delivery tool, little attention has been paid to the nature of the conversation occurring on Twitter. We aim to describe how influential EPs use Twitter by characterizing the language, purpose, frequencies, content, and degree of engagement of their tweets. Methods: We performed a mixed-methods analysis following a combined content analysis approach. We conducted qualitative and quantitative analyses of a sample of tweets from the 61 most influential EPs on Twitter. We present descriptive tweet characteristics and noteworthy themes. Results: We analyzed 1375 unique tweets from 57 unique users, representing 93% of the influential Twitter EPs. A majority of tweets (1104/1375, 80%) elicited some response in the form of retweets, likes, or replies, demonstrating community engagement. The qualitative analysis identified 15 distinct categories of tweets. Conclusion: Influential EPs on Twitter were engaged in largely medical conversations in which most messages generated some form of interaction. They shared resources and opinions while also building social rapport in a community of practice. This data can help EPs make informed decisions about social media engagement.

Analyse structurale et architecture de l'inflorescence des Begoniaceae

1994 ◽  
Vol 72 (7) ◽  
pp. 897-914 ◽  
Author(s):  
Isabelle Goulet ◽  
Denis Barabé ◽  
Luc Brouillet
Keyword(s):  
Qualitative And Quantitative ◽  
Whole Plant ◽  
Inflorescence Structure ◽  
Analyse Structurale ◽  
Quantitative Analyses ◽  
Architectural Models ◽  
The Difference ◽  
Global And Local ◽  
Two Sides ◽  
Local Levels

The inflorescence structure of Begoniaceae was analyzed taking into account their degree of symmetry. Qualitative and quantitative analyses of 71 species led to the recognition of nine architectural models. When the whole plant is considered, the inflorescence of Begoniaceae is a thyrse. Comparative analyses of the models allowed to determine at what level symmetry or asymmetry is found. There is a correlation between the total lengths of axes and between flower numbers on the best and least developed sides of an inflorescence. For the whole family, the difference between the two sides of the inflorescence is significant for the former, and not for the latter. Divergence angles on the best developed side do not differ from those on the least developed one for a same ramification, and likewise between successive levels of ramification. Thus, the inflorescence appears asymmetrical if total length of axes is considered. These results tend to support the hypothesis that the Begoniaceae are fundamentally asymmetrical. Inflorescence symmetry is found in some groups by stabilization and compensation of different asymmetric components at the global and local levels. Nevertheless, inflorescence asymmetry does not seem to be related to plant architecture, although it seems to be related to the degree of foliar asymmetry. Key words: Begoniaceae, inflorescence, cyme, inflorescential architecture, structural asymmetry.

The Way Ahead

2021 ◽  
pp. 192-194
Author(s):  
Ralf Müller ◽  
Nathalie Drouin ◽  
Shankar Sankaran
Keyword(s):  
Social Media ◽  
Leadership Roles ◽  
Shared Experience ◽  
Leadership Culture ◽  
Future Studies ◽  
Research Results ◽  
Balanced Leadership ◽  
Pros And Cons ◽  
And Training ◽  
The Way

This short chapter puts the book’s theme in the context of contemporary thinking, which perceives leadership as a shared experience among members of a community. It then anticipates and discusses some of the critiques that might come up while reading this volume, including the development of leaders in identifying situations for and training the use of balanced leadership. Subsequently, the chapter addresses some recent research results that show the pros and cons of balanced leadership in different situations, such as football teams and social media departments. That charts the path forward for future studies. Finally the chapter suggests dialogue and experience exchanges among the different leadership roles discussed in this volume to build a balanced leadership culture for the benefit of the individuals and the organization.

scholarly journals Patterns of linguistics features in private chats of social media account leading someone to be a victim of a cyber crime

LEKSIKA ◽  
2019 ◽  
Vol 13 (1) ◽  
pp. 29
Author(s):  
Ajar Pradika Ananta Tur
Keyword(s):  
Social Media ◽  
Qualitative Method ◽  
Smart Phones ◽  
Cyber Crime ◽  
Research Results ◽  
The Social ◽  
The Way ◽  
Descriptive Qualitative

Social media have grown up as something hallucinogenic. They offer millions of pleasures by having people’s fingertips to control through smart phones. People may interact to each other for various motivations and purposes without knowing who they are talking to in fact although they know the name of the interlocutor shown in the social media account. This leads to cybercrime because people often miss to validate it. This research would like to investigate why people close their eyes to verify the person they are talking to in the social media and how the interlocutors enable to ensure that they are the same person as in the speakers thought. By having descriptive qualitative method with interview as the major for collecting data, the research results some signposts. Addressing, tone, and spelling and punctuation are linguistics features that the doer of cybercrime must have as a key to crack the security without any violence. The doer copies how the way people having the account of social media to ensure the interlocutor through a private chat.

scholarly journals MALE AND FEMALE SOCIAL MEDIA INFLUENCERS: THE IMPACT OF GENDER ON EMERGING ADULTS

2019 ◽  
Vol 2 (9) ◽  
pp. 21-30 ◽  
Author(s):  
Komathi Lokithasan ◽  
Salomi Simon ◽  
Nur Zahrawaani Jasmin ◽  
Nur Ajeerah Othman
Keyword(s):  
Social Media ◽  
Emerging Adults ◽  
Qualitative Method ◽  
Male And Female ◽  
The Social ◽  
The Difference ◽  
Marketing Tool ◽  
Short Time ◽  
The Impact

Social media influencers are people who have established a reputation for themselves on social media. Nowadays, a social media influencer has played the important role of a marketing tool for organizations. Organizations use the power of social media influencers to influence and persuade consumers through social media. It is because social media influencers have a huge number of followers in their social media, thus, social media influencers could promote and reach a large number of consumers in a short time. The result is more effective than celebrity endorsement for small-and-medium-sized enterprises (SME). This research is to study the perceptions of emerging adults on the difference between male and female social media influencers’ style of promotion. Qualitative method is used by conducting a focus group and content analysis to compare the impact of male and female social media influencers towards emerging adults. Findings showed that female respondents are influenced by influencers who promote beauty products while male respondents are drawn to technology and gaming products. The most important factors mentioned by the respondents in the impact of the social media influencers’ posts are the entertainment factor and followed by informativeness.

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