Electronic Media as Important Tool in Today's Business

Abstract

As media is moving in to twenty-first century and the way of doing business and marketing has changed, researcher's studies focus on Electronic Media meaning as a promotional tool and how it Effects on consumer behavior and observations. Through internet, Electronic Media allows public to access information and ideas quickly and usefully. The aim of this article is to analyze Electronic Media importance and prepare classification of E-media. A literature review comparison method will be used at the end of this article.

Full text

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Electronic Media as Important Tool in Today’s
Business
Fadwa Chalfoun1, Vida Davidavičienė2
1,2Vilnius Gediminas Technical University, Department of Business Technologies and
Entrepreneurship, Vilnius, Lithuania
fadwa.chalfoun@hotmail.com1, vida.davidaviciene@vgtu.lt2
(Received Mar. 2017, accepted Jul. 2017)
Abstract. As media is moving in to twenty-first century and the way of doing
business and marketing has changed, researcher’s studies focus on Electronic
Media meaning as a promotional tool and how it Effects on consumer
behavior and observations. Through internet, Electronic Media allows public
to access information and ideas quickly and usefully. The aim of this article is
to analyze Electronic Media importance and prepare classification of E-media.
A literature review comparison method will be used at the end of this article.
Keywords: Electronic media, Media communication, Electronic media
evolution.
1. Introduction
The world is in a fast development in communication technology and
application of the Internet. It is known as the WWW (World Wide Web) that
has been rising and growing since 1994 (Assaad & Gomez, 2011). The way in
doing businesses has been changed. A lot of strategies, policies and practices are
implemented to attain the efficiency and effectiveness of Electronic Media.
Thus, E-media is the modern concept that used by companies in order to reach
the maximum E-consumers. Companies adopt Electronic Media to shop their
services and products. Companies in all sectors use E-media in order to support
their dealings and markets. Different authors and researchers have defined
Electronic Media differently. For example, Electronic Media is “achieving
ISSN 2409-2665
Journal of Logistics, Informatics and Service Science
Vol. 4 (2017) No. 2, pp. 16-30

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media objectives thru how to apply technologies”. According to (strauss, 2016),
Electronic Media is defined as “the use of Electronic Media and applications for
planning then executing the distribution and the pricing and to create
transactions that fulfil invidious and company’s goals”. Reviewing many related
articles, the term Electronic Media is responsible for such big change in
technology and made a big social effect. Many opportunities for individuals and
companies are provided. Individuals can purchase a wide variety of services and
goods. In one hand, Electronic Media is a door for consumers to select then buy
definitely and freely. In the other hand, companies expand their markets and
introduce new services and product with a big competition in global
environments (Dennis, 2008) for many reasons:
- Electronic media build relationships between people and provides
opportunities to share interests, goods and services.
- Electronic Media socialize the media communication in an open and
connected market.
- Electronic Media represents how people can share information and
provide users with new form of empowerment sharing.
- Thru Electronic Media (EM), people are able to communicate online and
exchange without limits.
E-Media use contributes positively to firm performance through
organizational innovation (Palacios-Marques, 2016). According to (Darren,
2013), Electronic Media is going in a fast transformation of all parts of the value
due to the effect of chains, owners, marketers and advertisers. All these changes
are being done by the revolution of technology and social change, Darren (2013)
suggests that media channels are becoming more fragmented and the media
consumer is more empowered than ever before. Some channels are becoming
Medias in their own right through blogging and other tools. However, it is not
yet known whether engagement with proliferating electronic social networks is
similarly associated with increased emotional support. (Shensa, 2016). The
problem of Media classification in this context becoming important in term of
possibilities to prepare research methodology for quality and efficiency
evaluation.
(El Said, 2017) State that While E-media provide meaningfully to the
developing countries, challenges may include a lack of telecommunications
infrastructure, low Internet and credit card penetration, lack of skilled
professionals and insufficient delivery systems to accomplish the role of
Electronic Media in company’s strategies and approaches.
The aim of this article is to analyze Electronic Media importance and prepare

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classification of E-media. A literature review comparison method will be used.
2. Electronic Media importance
Companies have gained a big market share thru tools of Electronic Media.
Recently, people started to trust the online markets and services there
(Kietzmam, 2013) Electronic Media such as mobiles phones, e-mails and other
electronics tools are in reach of all people and connected to all network social
sites. Compared to other channels, Electronic Media is considered cheaper than
other ways (Carter, 2014). It provides unique segmentation opportunities and is
considered easy and cheap (Makesh, 2012) and it can allow companies to
contact in a direct way with consumers. Information technology (IT) have
affected every home, company and sector (Lin, 2017), so they can provide
information regarding companies and customers in a preferred way to buy and
collect information. Lin (2017) state that companies like investing, banking
online, payment online and E-transfer. The current companies are applying
technology are increasing by using E-Media (EM). Thus, E-Media has become a
big part of media planning.
(Rettie, 2002) states that Electronic-Media (EM) is very important to increase
consumer response. Companies adopt widely and rapidly the E-media solution
in their distribution. Small, medium and big enterprises can afford E- Media
because of the low cost, Electronic Media (EM) has become the good tool when
a company wants to design strategy. Number of customers is bargaining intense
and power by competition for sectors and companies in global markets. In order
to respond efficiently to customer reviews companies, need to identify
consumer reviews platforms, understand their characteristics and continuously
assess their impact on consumer purchasing decisions (Constantinides, 2016).
(Hamid, 2008) state that E-media have great potential for companies and
customers. But maybe consumer’s behavior may vary depending on the
adoption of Electronic media and Internet. The consumer perception is the main
reason for this variance in adoption of all the linked technology. The
information technology is providing sectors and all kinds of companies.
Information are useful and valuable in good time to help managers in decision
making. (Jameson, 2013) states that the integration of e-media strategies with
customers can perceive useful information. Thus, (Kim, 2003) states that when
an enterprise is trying to build a perception regarding consumer with a precise
role, E-Media can play a big role in companies.
According to (Faisal, 2004) E-media is a current businesses practice included

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data collection, companies’ perspectives and consumer’s behavior. It has
become very important tool for the communication between companies and a
very important perception among the world. (E-Gohary, 2012) states that it can
serve Electronic Media (EM) purposes like informing consumers about the
status of their orders, about products, about promoting products, bout
establishing brands, etc. In one hand, it alerts customers, update them; in other
hand, they are engaged in negotiation with companies. It is the best instrument
that can be used to well market production. It is considered as a “direct media”
thru quality of services that can increase customers’ awareness and attention
(Drury, 2008).
Electronic Media (EM) is considered as a tool in low cost with high use from
individuals and companies. It has a big potential to help businesses to increase
and considered one of the best platforms that merge between all businesses and
the remarkable growth. According to (Raulas, 2004) state the specific aspects of
nowadays is that electronic space reveals the growing importance of the
communication and the relationship with the customer. Many researches allow
the understanding of customers in real-time by observing what they do online.
(Cui, 2012) noticed that it is well noticed that the E-Media tools are considered
a great potential and the study of E-consumer comportment is becoming very
important due to the online connection and interaction. It also represents most of
the challenges for companies and sectors 1. It effects on the relationship
between Electronic Media and online consumer’s behavior.
Lin (2017) blend electronic media innovation with market research including
market Segmentation, promotions, advertising and the media information
system. (N. Kim, Shin, & Min, 2016)companies found this challenging and
believed that resellers prefer taking up the responsibility of accomplishing the
demand generated by selling the products of a certain brand holding a leadership
position in the market place. The manufactures of these brands focus on the
other hand on building and combining the ability of the resellers with their
resources and support. Hence, we can say that all markets and brands try to
provide strategic management direction to abide to the strength of the marketers.
Therefore, it is now obvious that electronic media provides its marketers with
important tools which enable them to contact lots of consumers and where the
individual platforms allow for creativity and innovation in the electronic media
strategies. Thus, in such a situation marketer are able to fit the needs of people.
Moreover, it is extremely important for all researchers to study social media
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1 Consumer Behavior and Unresolved Regulatory Issues in Electronic Media, Journal of
Business Research, 41 July.

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platforms trying to focus and to make these platforms unique for media and
branding and viewed by millions of viewers. In addition, internet marketing
adoption was positively related to perceived relative advantage, compatibility,
organizational innovativeness, and competitor and customer pressure (Shaltoni,
From websites to social media: exploring the adoption of internet marketing in
emerging industrial markets, 2017).
From other hand, Consumer perception pointed that Internet and network
related to services and product have the possibility to reduce cost as well as
keeping a good quality and service. Consumer behavior and perception are
increased by selecting good choices of vendors, delivering, serving and
following, (E-Gharry, 2012). Recurrent online shoppers retain the good feeling
regarding E-Media (EM) as compared to non-shoppers. (Schibrowsky, 2007)
underlined that the study of product and branding it offers new possibilities to
the development process of the product. That several factors can influence
behavior and attitude toward E-Media (EM). In all companies for example,
commerce sector need and require more knowledge and skills to use E-Media
and knowledge about Electronic Media efficiency and effectiveness in various
aspects.
But, with the development of more technologies (Colliender, 2011)
introduces a new element of media practices known as Electronic Media (EM)
which is a media tool that forms direct dialogues between a company and its
customers based on trust and confidence. Despite that, electronic privacy
protection behavior was related to hacking anxiety and privacy self-efficacy.
Data hacking worries mediated relations between hacking websites and privacy
protection (Elhai, 2017).
3. Electronic Media classification
The most popular E-tool used for communication
is social networking. Social networks have experienced an evolutionary process,
in the beginning was like-minded grouping, news exchange by mean of e-mail.
Later on, developed social networks, which became a tool for E-business
(Sceulovs, 2011).
Colander (2011), believed that in media practices, different trends are
operational to attract customers by using e-mails, interactive media, database
media as well as e-Media applied through the internet. (Richard, 2012) and
many others defined internet, mobile, intranet and extranet in different contexts.
However, (Richard, 2012) they presented four media practices: Transaction

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media (TM), Interaction Media (IM), Database media (DM), Network media
(NM).
Trying to prepare research methodology for efficiency evaluation of E-Media
the systematic understanding of it, the classification of E-Media types by
distribution channels are presented in Table 1.
The global digital economy tends to grow up through the adoption of key
technologies, mobility, cloud computing, data mining, artificial intelligence or
the extension of social environments (Stoica, 2013). For e-businesses,
companies use these various media such as television, radio, internet, fax,
mobiles and others that are possible by technology. EM plays a crucial role for
promoting communication in the society in several and various ways. Thus, it
can provide these contributions:
- The real advancement of the business environment and situation;
- Employees are able to collaborate and share information regarding
project in a time and cost saving manner (Wang, Wang, Jiang, Yang, &
Cui, 2016);
- Employees can easily exchange and discuss ideas in various forums
further promoting their work;
- It stimulates and promote marketing for businesses by employing them
as tools for communication;
- Facilitate interaction in communication and helps companies to adopt a
different way to well conduct public relations;
- Electronic Media enables individuals to get news and information
concerning the whole world instantly and immediately (Liu, Dai, Wei, &
Li, 2016).
Moreover, electronic media promotes communication through entertainment.
It creates diversity use of internet via e-mails, all tools of social media, video
charts and others.(Wessel et al. 2016). Thus, in education institutions,
universities and schools utilize electronic media tools for teaching online classes
discussions. Furthermore, social media networking is essential and fundamental
in communication by people and societies worldwide (Guido, Pichierri,
Nataraajan, & Pino, 2016). It educates, informs, updates, notifies, teaches, and
updates their participation in all perspectives. It is really very significant to use
any types of Medias to make communication easy between people.
Table 1. Digital channels of media distribution (Created by Fadwa Chalfoun using
Wood 2004; Davidavičienė 2017)

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Electronic media channel Description Different communications
techniques
Search engine marketing
(SEM)
Searching all results for
pages, like google Bing,
YouTube. Also includes
advertising on third-party
publisher sites which are
part of the search display
networks (Davcik &
Sharma, 2016)
 Search Engine
Optimization (SEO)
listing in the natural
listing which does not
attract a fee per click.
Based on on-page
optimization and link-
building (Deng &
Wang, 2016)
 Pay-per-click
(advertising) sponsored
listings using Google
Ad Words for example
Online public relations
(E-PR)
To maximize mentions of
companies and brands
products. It includes
monitoring and responding
to all kinds of mentions and
conducting all relations
through websites and
networks (Shahzad, Mousa,
& Sharfman, 2016)
 Syndicating content
(e.g. press releases),
gaining positive
mentions, managing
reputation for forums
and the social
networks(Godey et al.,
2016)
 The using of owned
media-own company
feeds, blogs and feeds
 Blogger and influencer
outreach for earned
media (Lee & Watkins,
2016)
Online partnerships
including affiliate
marketing
Promoting online services
on a “third-party” like
websites also through
communication and E-mail.
Different forms of
partnership for example
how to link building, how
to affiliate marketing. Thus
comparison price between
sites and the online
sponsorship besides co-
branding (Ashraf,
Razzaque, & Thongpapanl,
2016)
 Commission-based
affiliate marketing
 Creating long-term
partnership relationships
such as sponsorship,
link-building or editorial
(Guido et al., 2016)
Interactive display
advertising
Achieving the brand
awareness and encouraging

Electronic Media selling
and advertisin
g

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Electronic media channel Description Different communications
techniques
the click action through to
the target site or address
market
 Network advertising
 The behavior to get
interactive marketin
g
Opt-in e-mail marketing Using legal, permission-
based e-mailing to
prospects or customers who
have agreed to receive e-
mails from an organization.
E-mails to communicate
with prospects can be
rented from a publisher or
other list owner or
companies can build up
their own “house list”
containing customer or
prospect details
 Acquisition e-mail
activity including list
rental, co-branded
campaigns, advertising
on e-newsletters
 Retention and growth
activity, e.g. house list
for e-newsletters and
customer e-mail
campaigns
 Automatic or event-
triggered e-mail
campai
g
n activit
y
Social Network
Social network and sites
facilitate the
communication between
users with common
interests, affiliations, and
benefits

Micro blogs post is seen
by all followers and
users.
 A message widely
posted and reposted is
called a “viral post “
Mobile use for
text and instant
messaging
Text messaging uses
mobiles airwaves and
protocols in order to deliver
text message. Messages are
near instant communication
and can be quicker than a
phone call or any other tool
that needs time and cost. It
facilitates privacy and
friability in communication
and messaging.
 The instant
messaging is
comparable to text
messaging. But it
carried over the
internet rather than
over cell phone
frequencies
(Feuerriegel &
Prendin
g
er, 2016)
One key innovation has been the development of social media platforms (e.g.,
Facebook, Twitter, blogs and others) which have allowed ongoing, “back-and-
forth” online conversations among students, professors, and researchers around
the world (Andrew, 2010). In addition, electronic Media positively make
advantage, compatibility, organizational innovativeness, competitor and
customer pressure (N. Kim, Shin, & Min, 2016).
Electronic Marketing is at crossroads and emphasis on client satisfaction, it
has fundamental implications for social marketing networks, (McDermott, 2006)

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and also has a built-in advantage on the trust and confidence. These benefits of
satisfaction sustainability and trust support the possible for ideas like social
enterprise and can help to attain the growth and popular engagement that is
needed to deliver social change and transformation.
Taking in mind that all declared above, the evaluation of quality efficiency
and effectiveness is extremely important. In the future research methodology for
each digital channels of E-Media should be considered and performed.
4. Conclusions
In conclusion, Electronic media is used as a competitive advantage tool and
increase efficiency in media. It shows social media is effective even if it is
relatively new to the media world, it is just as useful and effective if not more
than other traditional forms of media. Top managers have to understand that
there has been a shift of power from the producers to the consumers. Moreover,
electronic media provides a platform for consumers to speak their thoughts
regarding a new advertisement, products or service. Many researchers
concluded by stating that the business world is developing rapidly and that with
the constant communication that has been made available marketers have been
given the big chance to have the potential consumers, and at the same time
keeping and getting the loyalty from present consumers.
Internet and online connectivity can relate people for communicating, trading,
sharing, promoting, selling, showing, accurating information and solving all
ambiguities. The widespread use of Mobile, tablets and smarts phones help
businesses to create context for user friendly to mobiles phones (Guido et al.,
2016). According to many recent reports, more than 40% of users of electronic
Medias, practice and use mobile devices. Moreover, Electronic Media give the
user convenience and comfort, low cost and better quality, positive perception
and good behavior (Lim, Kim, & Cheong, 2016). Companies can use E-Media
to facilitate the life of their customers by helping them in choices and selections.
Updating profiles and data contribute to a better use and custom for both
company and customer. Therefore, this article handled how to classify
Electronic Media, and how electronic media use continue to increase and
become more widespread (Taggart, 2016).
Based on the information established in this article, it is recommended from
managers the following recommendations:
- Electronic media must be proved to be effective
- It must be considered as a major player in creation and awareness.

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- They must use this platform to the advantage of the company by
encouraging all employees and not only the media department in the company
to participate in electronic and social media activities (S. Kim, Park, Lee, &
Choi, 2016).
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