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New trends affected communication recently, modifying the basic aspects and attitudes of
firms and consumers. Many companies believe that their existence on social media platforms
is the key ingredient to a successful way of activity in the web 2.0 era. However, these new
tendencies entail a myopia in strategy for companies who do not integrate the...
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Citations
... Beyond the national scope, Nair [11] delved into the global impact of e-commerce, highlighting its role in business expansion, job creation, and transformation of goods distribution. Gáti and Markos-Kujbus [12] explored the impact of social media on marketing communication, emphasising its role in online strategy building and the need for companies to integrate social media tools into their marketing strategies. ...
... The impact on "Customer trust" signals a need for trust-building measures, while the financial implications underscore the necessity for costeffective strategies. These consequences align with observations made by Gáti and Markos-Kujbus [12] regarding the influence of challenges on marketing communication and business performance. ...
This paper delves into the transformative impact of technology on human activities, particularly the digitisation of major and basic tasks. The business landscape has not been immune to this revolution, with traditional methods giving way to digitalisation, commonly referred to as online or electronic business (e-business). Defined as any business activity conducted over the internet, e-business offers numerous benefits, such as global reach and geographical flexibility. However, it is not without its drawbacks, with online fraud undermining customer trust and infrastructure costs posing challenges. In the Upper East Region (UER) of Ghana, some entities have transitioned their operations entirely online, while others employ a click-and-mortar approach, operating both online and offline. This study employs a quantitative survey design, using an online questionnaire to investigate and understand the challenges and opportunities faced by online businesses in the UER. The research, based on a sample of fifty-two (52) businesses, identifies a lack of digital skills and high data costs as the primary challenges. Significantly, the study reveals untapped potential in the agricultural sector for online business in the UER. The findings not only outline these challenges and opportunities but also propose strategies to address the former and sustain the latter, offering valuable insights for businesses navigating the evolving digital landscape in the UER.
... With the emergence of new media, it depends on companies to figure out how to incorporate these new platforms into their overall communication strategy. Taking the power out of the hands of organizations, with the ability to develop, change, share, and discuss issues on the internet and social media platforms, users now hold the power (Markos-Kujbus & Gati, 2012). ...
In the field of social media marketing, universities seek to gain a better comprehension of how students use social media. Due to its dynamic nature, there are gaps in the current research on how students behave on these platforms to make matriculation decisions. This study seeks to provide more information about the online habits of both prospective and current university students, specifically those of Corvinus University of Budapest. The study investigates how students use social media as a source of information when making decisions about attending Corvinus University of Budapest (CUB) as well as how social media can improve the student experience at the university. In the literature review, the rise of social media, its application in higher education, and its function as a channel for marketing and communication are all examined. The research design uses a quantitative approach, and it includes a survey of CUB students to learn about their use of social media and opinions of the school as well as an analysis of website analytics to identify the social media platforms that bring in the most visitors to the university website. The study responds to three research questions about the influence of social media usage on the prospective students' decisions, the efficiency of social media in improving the student experience, and the most influential social media platform. The results indicate that while CUB's social media pages have minor bearing on students' decisions to attend the university, a sizable portion of the students think that social media initiatives enhance their time as students there. Despite Instagram being the platform that received the most visits and followers, Facebook was found to have the greatest impact on the university's lead generation. The demographics of CUB students could be further investigated in future studies, along with how they might impact their online behavior and decision-making. Future researches could also concentrate on social media analytics, which would help the institute create successful social media and student recruitment strategies.
... Social media's focal point is building relationships between marketers and consumers (Markos-Kujbus and Gati, 2016). The essence of marketing through social media is to present the product and services to draw attention and curiosity (lie et al., 2021;Nadaraja & Yazdanifard, 2014). ...
Social media platforms have transformed the way business organizations manage marketing. These platforms allow consumers to interact, feedback, and ask questions in real-time. The confidence in social media's role in strengthening the brand image and improving market position is highly increasing. This study aims to analyze the role social media plays in developing brand image and market position. Specifically, this study delves into the factors for choosing products promoted in social media and how customers associate brand image and market position with those choices. Operationally, brand image is defined in this study as the observation, reflection, and sentiments associated with the brand. Market position is defined as the consumer’s perception, which includes its image or identity compared to other brands.
This study employed a mixed approach and was qualified as descriptive research. To test the hypothesis that social media impacts brand image and market position, seven factors were rated by the respondents through an online survey. The semi-structured questionnaire contains both open and closed-ended questions. The respondents were identified through the convenience sampling technique. Their responses were analyzed to determine the mean, standard deviation, and frequency distribution. The results showed that Instagram, Marketing Apps, and Snapchat were the most popular social media platforms among the respondents. Factors like perceived value, satisfaction, and brand personality obtained a higher mean. The majority signified themselves as ‘very dependent on social media in seeking products for online shopping.’
Similarly, a majority also perceived that social media influences brand image and market position. These results imply the significant role social media have on the consumers’ overall perception of the product, which could influence their brand selection. Based on these findings, companies should place higher consideration on social media’s importance for product development
... Contemporary organizations have had to acclimatise their communication strategies to integrate user-created content and feedback (Gáti & Markos-Kujbus, 2012). ...
This study explored the use of social media as an approach to understand its effectiveness in preaching the Christian gospel by church leaders during the pandemic lockdown implemented in many countries across the world. In the technologically driven world of today, social networking sites have turned out to be an avenue where people extend their interactions by sharing their personal experiences and opinions to a wider audience. Social media (SM) is
defined as “the various electronic tools, technologies, and applications that facilitate interactive communication and content exchange, allowing the user to move back and forth easily between the roles of the audience and content producers” (Hysenlika, 2012: 3). The term social media is fast becoming such an integral part of everyday life, as well as business operations, that its use has now become an everyday term for launching products, developing
consumer loyalty and sharing news. It is recommended that churches that wish to stay connected and evangelize need to promote the use of and purchase relevant equipment. To be prepared, this requires identifying or recruiting talents and also the offering of rigorous training on being savvy on the ins and outs of technology use. The purpose of adopting an
innovation needs to be clarified, well defined and aligned with the vision and mission of the organisation as well as its set goals. Sustenance for the future will require support for the team as they work to meet, plan, strategize, and brainstorm on trends to promote the gospel.
... Singkatnya, media sosial tumbuh tanpa keraguan dan secara bertahap memengaruhi kehidupan kita. (Markos-Kujbus & Gáti, 2012) Sosial media menghapus batasan ruang dan waktu untuk berkomunikasi antar manusia, melalui social media manusia bisa berkomunikasi dimanapun dan kapanpun berada, tidak peduli siang atau malam, tidak peduli jarak mereka. Dengan sosial media banyak sekali manfaat yang di dapat, sebagai media pemasaran barang atau jasa, mencari koneksi, mencari pertemanan. ...
... Media sosial perlu dimanfaatkan sebagai sebagai media komunikasi pemasaran dalam rangka membangun strategi bisnis (Markos-Kujbus, & Gáti, 2012). Komunikasi melalui media sosial mempengaruhi penerimaan pengguna pesan atau konsumen (Wan, & Ri, 2019;Jarman, Marques, Mclean, Slater, & Paxton, 2021), berdampak pada brand (Huerta-álvarez, Cambra-fierro, & Fuentes-blasco, 2020), mendorong keterikatan (Liu, Xu, Wayne, & Tsai, 2020), minat beli (Khair, Ma'ruf, 2020), dan keputusan konsumen (Kasmari, Irsad, 2017) yang pada akhirnya meningkatkan kinerja pemasaran. ...
... Dengan dukungan sumber daya yang baik maka sosial media akan dapat meningkatkan pelanggan (Farook & Abeysekara, 2016) dan penjualan organisasi (Romdonny, Rosmadi, 2018;Agnihotri, 2020;Ayuni, Cangara, & Arianto, 2019l. Pemanfaatan media sosial sebagai media komunikasi pemasaran merupakan peluang untuk membangun strategi bisnis (Markos-Kujbus, & Gáti, 2012). Efektifitas komunikasi tergantung dari kemampuan pelaku usaha sehingga akan mempengaruhi penerimaan media sosial oleh pengguna pesan atau konsumen (Wan, & Ri, 2019;Jarman, Marques, Mclean, Slater, & Paxton, 2021) dan berdampak pada brand (Huerta-álvarez, Cambra-fierro, & Fuentes-blasco, 2020). ...
Penelitian menguji peran lama usaha dalam memoderasi pengaruh kapabilitas komunikasi sosial media terhadap kinerja pemasaran. Data dalam penelitian ini diperoleh kuesioner yang disebarkan kepada pelaku usaha yang membangun bisnisnya secara online di daerah Cikarang. 56 kuesioner berhasil dikumpulkan, terdapat 52 kuesioner yang valid. Penelitian ini menggunakan analisis moderasi yang diolah menggunakan software Smart PLS versi 3.0. Hasil penelitian menunjukkan bahwa lama usaha memoderasi pengaruh kapabilitas komunikasi sosial media terhadap kinerja pemasaran (path. 0,238 Sig. 0,078). This study examines the role of business length in moderating the influence of social media communication capabilities on marketing performance. The data in this study obtained a questionnaire that was distributed to business people who built their business online in the Cikarang area. 56 questionnaires were successfully collected, there are 52 valid questionnaires. This study uses moderation analysis which is processed using Smart PLS version 3.0 software. The results showed that the length of effort moderated the effect of social media communication capabilities on marketing performance (path. 0.238 and Sig. 0.078).
... The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey Solving problems of businesses by communicating with customers individually is an effective way to create brand loyalty. Using social media platforms help companies to achieve the followings (Gáti & Markos-Kujbus, 2012): ...
Gelişen teknoloji içerisinde, tanıtım kanalı alternatiflerinin sayısı zamanla arttı ve havayolu piyasasında rekabet çok daha geniş bir alana yayılmıştır. Piyasada geleneksel yöntemlerle devam etmek şirketlerin yarış dışı kalmalarına neden olmaktadır. Bu nedenle yeni yönelimlerde sosyal medyanın rolü günümüz pazarlama yaklaşımları açısından bir merak konusu olmuştur. Sosyal medyada marka bağlılığını etkileyen güven, memnuniyet ve beklenti gibi faktörler değerlendirilmiştir. Bu tezin bulguları bir havayolu şirketinin dikkate alması gereken bir dizi pazarlama yöntemi sunmaktadır. Esas olarak bu çalışma, marka bağlılığı yaratmak amacıyla oldukça önemli faktörlerden memnuniyet yaratmak ve marka beklentilerini karşılamanın konuya ilişkin içeriğin sosyal medya vasıtasıyla sıklıkla güncellenmesi gerektiğini ortaya koymaktadır.Bu araştırma, Türkiye’deki havayolu şirketleri üzerine yapılmıştır. Örnek küme, hayatında en az bir defa herhangi bir havayolu şirketini kullanmış Türkiye’de yaşayan insanlar arasından seçilerek oluşturulmuştur. Bu anket, Google Form kullanılarak oluşturulmuş olup katılımcılarına e-posta ve Facebook vasıtasıyla gönderilmiştir. Araştırmada rastgele örnekleme yöntemi kullanılmış olup uygun analiz yöntemleri olarak Tek Faktörlü Varyans Analizi, Ki-kare Testi ve T-testi seçilmiş ve uygulanmıştır. Yapılan araştırma, sosyal medyada marka sadakati faktörlerinin güven, hizmetten memnuniyet, etkileşimli iletişim ve şirketten yararlanma ile ilişkili olduğunu göstermektedir. Ayrıca bulgular, interaktif iletişimin ve sosyal medyada marka beklentilerinin karşılanmasının da önemli olduğunu göstermiştir.
... The solution is that the customer has access to all services offered [Stecyk, 2012]. Social media (interactive Web 2.0 Internet-based applications including for instance Facebook, Twitter, YouTube, and corporate blogs) represents a new trend for companies, too, who are trying to communicate with their consumers on online or offline media platforms [Gáti & Markos-Kujbus, 2012]. ...
n order to ensure stable functioning and development of the enterprise, they evaluate the effectiveness of economic activity. An effective tool for assessing economic activity in modern conditions is economic diagnostics, which allows you to analyze the main indicators of the enterprise, to explore the factors that led to the change in the relevant results and adversely affected the activities of the enterprise. Agricultural enterprises also need such methodological tools for economic diagnostics. However, the existing tools for assessing the effectiveness of economic activity does not allow for a comprehensive assessment of indicators. In addition, the management system of agricultural enterprises raises the requirements for providing a more effective and justified system of evaluating indicators using economic diagnostics.
... The solution is that the customer has access to all services offered [Stecyk, 2012]. Social media (interactive Web 2.0 Internet-based applications including for instance Facebook, Twitter, YouTube, and corporate blogs) represents a new trend for companies, too, who are trying to communicate with their consumers on online or offline media platforms [Gáti & Markos-Kujbus, 2012]. ...
Before pandemic the world economy had a pre-crisis situation which
was characterized by unprecedented imbalances in the global financial
and economic system, the lack of growth in world GDP, which posed a
real threat to the world economic order. Almost all global analysts
predicted a global economic crisis at the end of 2019. For the first time
since time immemorial, bank interest rates in all countries have dropped
to unprecedented low levels. Often interest rates were 0% or even
negative. The EU’s financial system has been so disfigured by the VAT
tax that fraud with this tax has reached a scale far exceeding hundreds of
billions EUR and in fact got out of control of the authorities.
... The solution is that the customer has access to all services offered [Stecyk, 2012]. Social media (interactive Web 2.0 Internet-based applications including for instance Facebook, Twitter, YouTube, and corporate blogs) represents a new trend for companies, too, who are trying to communicate with their consumers on online or offline media platforms [Gáti & Markos-Kujbus, 2012]. ...
In order to ensure stable functioning and development of the enterprise, they evaluate the effectiveness of economic activity. An effective tool for assessing economic activity in modern conditions is economic diagnostics, which allows you to analyze the main indicators of the enterprise, to explore the factors that led to the change in the relevant results and adversely affected the activities of the enterprise. Agricultural enterprises also need such methodological tools for economic diagnostics. However, the existing tools for assessing the effectiveness of economic activity does not allow for a comprehensive assessment of indicators. In addition, the management system of agricultural enterprises raises the requirements for providing a more effective and justified system of evaluating indicators using economic diagnostics.
... There are a number of reasons why entrepreneurs have begun to target the International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 06, 2020 ISSN: 1475-7192 internet market, including: 1) Switching people to the internet; 2) The internet market has become an effective advertising medium; 3) An internet market is a place for potential buyers; 4) The low cost of advertising on the internet with a more attractive profile, and; 5) The development of the internet is always promising. The current era of the market is targeting internet users to become corporate shots for internet promotion [4]. ...
This study aims to determine the effectiveness of digital marketing management through a startup based model. This research is a case study to determine the effectiveness of digital marketing through startups. This research is qualitative research with an ethnomethodology approach. The study was conducted by direct observation and in-depth interviews at the boarding school in Sunan Drajat Lamongan, East Java, which became a vendor and producer of goods in e-commerce start-up. Observations were made at the time of the transaction use of the start-up application which then conducted open interviews to obtain data on the effectiveness of digital marketing management. The results of observations and in-depth interviews in this study indicate that the effective management of digital marketing at start-up does indeed increase income from entrepreneurship at the Sunan Drajat boarding school. Sunan Drajat's entrepreneurship feels an increase in income with startup based marketing management.
