Social media is proving to be a critical factor for firms moving towards digital marketing strategies. Substantial economic advantage is gained when companies make use of social media platforms such as Twitter to modernise their businesses and start interactive communication with their target market. Social media can have a great impact on the efficiency and performance of state-owned enterprises, which are often plagued by information irregularities that compromise information disclosure and lower the standards of accountability within the state-owned enterprises. Without social media, customers are often unable to evaluate the product and services that the state-owned enterprise is offering before making an offer. An interpretivist research paradigm was adopted and informed this study which applied a mono qualitative research methodology. Sample elements were selected using non-probability purposive and convenience sampling techniques. Data was gathered through a pre-designed interview guide with open-ended questions from the research site. In addition, the case study research design was used in this study. All interview transcriptions were recorded with the aid of a voice recorder and exported to NVivo 11 for cleaning and coding, resulting in emerging themes. Thematic data analysis was performed on the data sets, allowing a detailed discussion of each theme in line with research objectives. The study established that adopting and using social media was the appropriate strategy for firms. Firms, especially state-owned enterprises, reached a larger audience. In addition, the study established that the quality of content uploaded and shared on social media should be of very high quality to project a positive image of the organisation. Appointing dedicated senior personnel to manage the social media strategy enhanced the effectiveness of social media. The study recommended that further research be conducted on other types of social media to allow organisations a wider selection of choices. The study indicated that employees were compelled to use Twitter; thus, a policy shift in the use of social media required managers to put in place Information Communications Technology and Privacy and Security Policies. In order to educate everyone in the organisation, management had to ensure that its policies did not infringe on human rights.

The purpose of this research is to analyze the differences between women and men and their selfies on the popular social media application Instagram. Past research and notions in popular culture show that women take more selfies than men do, and that they place more time and effort into their selfies than men do. The goal is to show that women may not solely do the action of taking and posting selfies and that the stereotype of taking and posting selfies being a feminine action should not be prevalent. We conducted a thorough visual content analysis of selfies on Instagram taken and posted by twelve of the most notorious celebrities who take selfies, including Kim Kardashian-West, Justin Bieber, LeBron James, and Kylie Jenner. Through research that on self-portraits in art history and through detailed analysis of the selfies of both the female and male celebrities, the research demonstrates that the stereotype of only women taking and posting selfies on social media is transient.

The shooting at Stoneman Douglas High School in 2018 paved the way for activism controlled by youth led by key students banding together following the incident. Student activists from the school emerged particularly via social media and organized large-scale efforts in order to create discourse surrounding gun control through their March For Our Lives movement. Studying the overlap between youth activism, the response to trauma, the systems at play within social media, and the role of commercialization, this paper dives into the complexities of activist based discourse as it evolves and the forces at play within youth activism in general. Looking at these existing efforts aids in exposing both the pros and cons of activism mediated by social media and the role that larger systems play in an activist’s mission. / Includes bibliography. / Thesis (M.A.)--Florida Atlantic University, 2021. / FAU Electronic Theses and Dissertations Collection

The diploma thesis focuses on marketing communication of Craft Beer & Food pub U Vašinů. The first part is focused on theoretical knowledge of marketing and marketing mix. The second part contains an analysis of the environment and the current marketing communication. In the last part suggestions are presented to improve the current situation, which are based on analyzes.

Die folgende Arbeit wird sich mit dem Thema Social Media als Kommunikationsinstrument für Young-/New-Adult-Romance-Verlagen auseinandersetzen. Social Media ist im Alltag der Menschen präsent. Viele Unternehmen nutzen die Plattformen, um sich zu präsentieren und Anzeigen zu schalten. Verlage setzen diese Möglichkeit der Werbung zwar schon ein, die Erfolge scheinen dabei aber nur mittelmäßig zu sein. Das Ziel der vorliegenden Arbeit ist es, mithilfe von Analysen zu den Social Media-Kanälen verschiedener Verlage und deren Erfolge, Handlungsempfehlungen für den Aufbau von Kundenbeziehungen durch Soziale Netzwerke aussprechen zu können. Die Forschungsfrage lautet dementsprechend: Inwiefern können Young-/New-Adult-Romance-Verlage durch die Integration von Kommunikationsmaßnahmen in Sozialen Netzwerken eine langfristige Kundenbindung aufbauen und aufrechterhalten? Dabei wurden elf Verlage, auf Grundlage von theoretischem Wissen, auf deren Engagement-Raten und Erfolge untersucht. Zudem wurden mit einem unabhängigen Verlag und einem konzerngeleiteten Imprint Interviews geführt, um ein Verständnis für diese zu bekommen. Unabhängig vom Interview wurden die Verlage tiefgehender zu deren Community-Arbeit analysiert. Die Untersuchungen zeigten, dass die Interaktion mit den Usern vonseiten des Verlages wichtig ist, um Engagement und Aktivität von diesen zu erwirken. Der Aufbau einer Community und deren Pflege schafft es die Zielgruppe langfristig an sich zu binden.:1. Einleitung 2. Theoretischer Überblick über Social Media 2.1. Die wichtigsten Informationen zu Social Media 2.2. Soziale Netzwerke und ihre Entwicklung 2.3. Status quo und Einordnung von Social Media im Marketing der Verlage 3. Identifizierung der Zielgruppe 3.1. Postmoderner Konsument nach GUTJAHR 3.2. Dimensionsmodell zur Systematisierung von Kontexteinflüssen nach THEOBALD 3.3. Genaue Zielgruppe 4. Kommunikation auf Social Media 4.1. Geeignete Plattformen für Young-/New-Adult-Romance-Verlage 4.2. Kommunikationsmöglichkeiten auf Instagram 4.3. Strategien zur Steigerung der Kundengewinnung 4.3.1. Werbung und Influencer 4.3.2. Unternehmensvision und -mission im Zusammenhang mit der Sympathie 4.4. Strategien zur Steigerung der Kundenbindung 4.4.1. Dialog, Interaktion und Engagement 4.4.2. Community-Aufbau und -Management 4.4.3. Sympathie und Vertrauen 4.5. Ziele und deren Erfolgsmessung 5. Analyse der Interaktionen verschiedener Verlage 5.1. Erläuterung der Vorgehensweise der 1. Analyse 5.2. Betrachtung der Interaktionen und Erfolge verschiedener Verlage 5.3. Erläuterung der Vorgehensweise der 2. Analyse 5.4. Betrachtung eines konzerngeleiteten Imprints am Beispiel von KYSS 5.4.1 Informationen aus dem Interview mit KYSS 5.4.2. Eigenständige Analyse des Instagram-Accounts von KYSS 5.5. Betrachtung des Unabhängigen Verlages 5.5.1. Informationen aus dem Interview mit dem Unabhängigen Verlag 5.5.2. Eigenständige Analyse des Instagram-Accounts vom Unabhängigen Verlag 6. Chancen und Grenzen, Möglichkeiten und Risiken 7. Handlungsempfehlung 8. Fazit Literaturverzeichnis Forschungsliteratur Online-Quellen Selbstständigkeitserklärung Anlagen

Soaps operas, or daytime serials, have long been a staple of American culture. In April 2011, ABC-Disney announced the cancellation of All My Children and One Life to Live. Cancellations propelled the fans of these programs to launch efforts to save not only the shows, but the genre. Through the use of social media, websites, and traditional off-line activities that included calling and letter-writing, fans strived to make their voices heard. The study examines the creation of an online community and discourse through a textual-analysis case study of blogs on two fan activist websites. Dahlberg’s criteria for presence in an online public space and Habermas’ public sphere allows for the presentation of ideas within a group to encourage a sense of democracy in a grassroots effort to be heard against corporate interests. The case study will examine a fan website, Sudz.Tv, as a group organized in a virtual public space.

The purpose of this single case study was to explore the strategies that leaders of a nonprofit organization used to build long-term donor relationships through social media. Participants included a purposeful sample of 3 senior leaders of a small nonprofit organization in Southern California who demonstrated successful approaches to using social media to manage donor relations. The conceptual framework for this study was Hon and Grunig’s concept for measuring long-term organization–public relationships. Data were collected through semistructured interviews with organization leaders, review of publicly available organizational documents, and information including financial statements, strategic planning documents, organizational budgets, employee handbooks, and board manuals. Member checking and methodological triangulation were used to validate the findings. Data from organizational documents and interviews were manually coded, and themes were identified using content analysis. Five themes emerged related to process strengths and opportunities including leadership succession and performance evaluation, workforce capacity, revenue diversification, performance measurements and data collection, and the expansion of relationship management via social media. The findings from this study might contribute to positive social change by providing strategies for building long-term relationships with donors through social media and the supporting processes that nonprofit leaders can use to increase financial resources through a loyal donor community and enhance organizational sustainability.

An employee who has a low level of awareness of how behaviours impact corporate reputation, and access to large online communities, could potentially expose the business to reputational risk. The vast number of individuals on these networks, combined with the low level of skill needed to publish on these sites, has resulted in comments and behaviours being amplified to a much greater audience. Employees and their behaviours represent the reality of the organisation to external stakeholders, and so offer a potential risk for reputational damage.This research used an online survey with Likert scales to test the hypotheses. The survey was sent out to a convenience sample, and then a snowballing technique was used to reach the employees within the identified companies.Managers and employees are equally aware of their impact on corporate reputation; however, they have a difference in opinion on what are acceptable topics to place in the public domain. A breach in the employee-employer psychological contract does not result in an increase in employee‟s willingness to post sensitive information in the public domain and employees are undecided as to how they feel about being prohibited from posting certain information in the public domain as an infringement of their person rights. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Right-wing radicalism has moved to the periphery of public and academic attention. This is despite the fact that hate crimes are increasing and right-wing populist parties win enough votes to be represented in parliament or even make up governments Europe-wide. In addition, the Internet has made it easy for the right-wing to network and transport their ideology to a large audience. The research, therefore, asks how the German right-wing as a contrast society is portrayed on Twitter networks. Because it is the goal of contrast societies to change the target society in its favor, the Internet offers a space where an ideal society can be created online. Right-wing networks on Twitter will be analyzed with a social media analysis using Twitter statistics, NodeXL Pro and Gephi. The analysis will be conducted by identifying online radicalization themes, like for example hate towards refugees, in the form of hashtags, that constitute the alternative reality created online. The results of the analysis will then be presented in the context of radical contrast society's efforts to change society. This way, it will be possible to come to a meaningful conclusion that includes wider societal implications of the right-wings' networking on Twitter.

Die Arbeit beschäftigt sich mit der Frage, welche Motive Konsumenten dazu verleiten, soziale Medien im sogenannten "Web 2.0" aktiv oder passiv zu nutzen. Hierbei liegt das Augenmerk insbesondere auf soziodemographischen und psychologischen Merkmalen der Nutzer. Als zentrales Ergebnis der Arbeit kann herausgestellt werden, dass sich die befragten 188 Personen insgesamt anhand von zwei Dimensionen: Aktivität vs. Passivität und soziale Motivation vs. individuelle Motivation in 5 Gruppen beschreiben lassen. Mithilfe klassischer und neuer Marketing-Instrumente (z.B. Virales Marketing) lassen sich diese Gruppen zielgenau ansprechen.