The diploma thesis is about new trends in online marketing. It focuses on online marketing tools and how to realize successful online marketing activity. The thesis is the analysis of the current company state. Based on informations gathered propose new strategy of content optimalization and social media strategy. How can the company enter the social network targeted on Facebook. Main areas are on-page and off-page factors in SEO and how to build Inbound marketing.

The concept of the invisible college is a key focus of scientific communication research with many studies on this topic in the literature. However, while such studies have contributed to an understanding of the invisible college, they have not adequately explained the interaction of social and structural processes in this phenomenon. As a consequence, past research has described the invisible college differently based on researchers’ perspectives, resulting in misinterpretations or inconsistent definitions of the relevant social and structural processes. Information science and related disciplines have focused on the structural processes that lead to scholarly products or works while placing less emphasis on the social processes. To advance understanding of the invisible college and its dimensions (including both social processes and structural processes), a proposed model (Modern Invisible College Model, MICM) has been built based on the history of the invisible college and Lievrouw’s (1989) distinction between social and structural processes. The present study focuses on the social processes of informal communication between scholars via social media, rather than on the structural processes that lead to scholarly products or works. A developed survey and an employed quantitative research method were applied for data collection. The research population involved 77 scholars from the Institute of Public Administration (IPA), in Saudi Arabia. Descriptive statistics, frequency and percentage were conducted for each statement. Means and standard deviations were calculated. The results indicate that the majority of participants heavily use social media for scientific communication purposes. Also, the results confirm that scholars consider social media to be an effective and appropriate tool for scientific communication. Seven factors were found in the findings to have positive correlations with uses and gratifications theory and the use of social media. This research contributes to and benefits scholars, reference groups (i.e., the invisible college itself), and institutions, and provides insight about the systematic development of indices for the use of informal communication channels.

Though often seen as a panacea for organizational objectives, nonprofits must be judicious in deploying social media, particularly due to resource limitations. Nonprofits deploy many types and styles of digital texts, including social media. Classical rhetorical appeals can be effective means for achieving positive impact in that context. When used correctly, these ‘digital texts’ can be leveraged for maximum engagement with audiences. This study examines both a large, national organization – the National Sexual Violence Resource Center – and a small, regional one – Branch House Family Justice Center – for not only what sort of digital texts are utilized, but also how rhetorical appeals play into building narratives. A census of postings is taken, categorized, and organized. Findings suggest these appeals can and are used for strategic effect in nonprofit contexts. In addition to ethos, logos, and pathos, Kairos is drawn upon to construct organizational narrative in the pursuit of organizational goals.

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SOCMINT, or Social Media Intelligence has recently become focus of security community and started to be increasingly favored intelligence gathering method. Apart from providing relevant information and its cost-effective use, main advantage is that the potential of this intelligence technique is very diverse. Due to the relatively public nature of social networks, SOCMINT was generally regarded as unproblematic. However, on closer examination, this intelligence method presents a number of risks. The interest it raised from intelligence and security services in such a short time has given way to a situation where the techniques used by SOCMINT have begun to develop without precise methodological, legal and ethical rules. If the intelligence community wants to use this tool in its full potential and without risking negative response to SOCMINT techniques from the society, a framework must be set up as soon as possible to keep SOCMINT within the proper limits. This thesis aims to examine what opportunities and challenges SOCMINT brings to security community and society and propose how to deal with them.

Die zunehmende Bedeutung von Social Media im privaten und beruflichen Kontext ist mit der steigenden Notwendigkeit einer spezifischen Kompetenz für Social Media als Voraussetzung für die Bewältigung individueller beruflicher Alltagssituationen verbunden. In dem vorliegenden Beitrag wird das Konstrukt der Social-Media-Kompetenz beschrieben und mit dem Projekt „Social Media Communication“ eine Möglichkeit vorgestellt, wie die Entwicklung einer solchen Kompetenz unter gleichzeitiger Verwendung von Social-Media-Technologien als Lernmethode gefördert werden kann. Hergeleitet aus theoretischen und organisatorischen Anforderungen an ein entsprechendes Lernarrangement wird die Entwicklung und Erprobung eines prototypischen Blended-Learning-Arrangements zur Förderung einer hochschultyp- und fächerübergreifenden Social-Media-Kompetenz vorgestellt.

The advent of the digital era has brought transformation to various practices including consumer boycotts. Social media has enhanced consumer power and most boycott actions have an online presence so that their influence is no longer limited to specific geographical areas. Instead, there is a far-reaching global impact through online platform technologies. This study aims to fill in the gap in existing research on consumer boycotts by addressing the impact of social media on this practice. Using the case of the #NoJapan movement in SouthKorea, the thesis discusses the transformatory trends and changing motivations of consumer boycotts in the times of social media. The theoretical frameworks used in the analysis process include Self-Determination Theory and The Honeycomb of Social Media Framework which help explain diverse motivation factors, types of motivation, and social media functionalities. This research uses a mixed-methods approach to conducting in-depth interviews of #NoJapanparticipants and analyzing posts related to this particular boycott campaign. The main focus of this process is to investigate social media utilization and boycott motivation shown in the#NoJapan case. The findings of the study show the diversity of practices prevalent in social media use by people engaging with #NoJapan boycotts in the online environment. Moreover, the finding problematizes the social media space as one which has both positive and negative effects on an individual’s boycott motivation. This thesis has made significant contributions to the field of SDT and boycott studies by expanding their perspective on online interaction.

Background: Even though the use of social media is one of the most popular activities of our time a decline in the number of active users can be observed at present. Users discontinue using social media platforms temporarily or stop the usage permanently. Thereby, the trend to do a social media detox has emerged, meaning users consciously take a break from social media platforms like Instagram, often for a set period of time. Instagram is one of the most widely used social media platforms of the younger generation, especially Generation Y, and is also noted for its addictive potential. Purpose: Previous studies and scholars have primarily concentrated on the permanent discontinuance of social media, whereby users permanently stop using social media platforms without actively planning to return. Thereby, the focus of the research was often on the social media network Facebook. By studying the journey of intermittent discontinuance of Instagram, the purpose of this research study is to explore Generation Y’s motivation before, experiences and feelings during and post-behavior after a 14-day detox by holistically representing the Instagram Detox Journey. Method: To fulfil the purpose of this thesis being of exploratory nature, a qualitative research design was applied. Empirical data were collected over 4 weeks, beginning with a focus group discussion before, followed by diary research during and 15 in-depth semi- structured interviews after the detox, and concluding with another focus group discussion at a later time. Using an inductive approach, the data was decoded, analysed, and interpreted using thematic analysis. Conclusion: The findings of the study show two main motivations before starting the detox: gaining back control and self-reformation. During the detox, five final themes were identified: mood & satisfaction, technological craving, mental well-being, physical well- being, and social relationships. Lastly, three different post-behaviors after completion were noted: the boomerang effect, conscious consumption, and an attitude change. The findings led to the development of the conceptual framework “Instagram Detox Journey”.

Background: Social media has become a big part of our society. One platform that has had remarkable growth in popularity is Instagram. In Sweden, Instagram had 5.75 million users in 2021. The evolution of Instagram created an opportunity for people to establish new careers as social media influencers (SMIs). Today, SMIs are professional content marketers who monetize their large following making them dependent on being able to influence their followers.  Purpose: This paper aims to explore how SMIs can influence their followers on Instagram. A macro and micro perspective will be combined to create a broad and holistic understanding of the phenomenon. The study leverages on two theories; institutional theory and relationship marketing. Furthermore, the empirical context of this study is the SMI Bianca Ingrosso. Together, the theories and empirical data will address the research question.  Method: This is qualitative research that includes a netnography and 12 semi-structured interviews. The findings are analyzed with a thematic analysis approach.  Conclusion: Based on the frame of reference and empirical findings, a conceptual framework has been developed that gives a clear overview of the research subject. The authors have identified that SMIs can influence followers by acting according to Instagram’s logic, and they can exploit their legitimacy to increase their influence. Furthermore, SMIs make sure to maintain and build on their relationship with their followers by engaging in relationship marketing.

Indiana University-Purdue University Indianapolis (IUPUI) / This study explored the perspectives of six public sector human resource professionals on social media policies and how it maintains the behavior of employees that engage on social media. The expansion of technology in the public sector allows personnel to build relationships with the people they serve and participate in public forums. As more legislators and professionals use social media for work and personal matters, they are more likely to face public humiliation and disciplinary punishment over uncivil behavior. This research shows the public sector institutions in the Indianapolis area have lenient social media policies. In addition, this research argues that work policies, i.e., social media, should be modernized and relevant for all cultures. This dissertation analyzes how social media policies are established and executed within local government organizations using a multi-method approach. The first phase of this study surveyed and interviewed human resources professionals. While social media issues are still relatively new, progressive disciplinary procedures are most likely to be implemented when an employee engages in uncivil behavior on social media. The Logic of Appropriateness as the framework for the content analysis of social media policies from eight local agencies explores how the organizations direct employee behavior. The analysis findings determine certain public sector institutions in the Indianapolis area have social media policies for legal protection but place ethical value on respect as an expectation for employee conduct. This study backs the development of transparent social media policies in public sector agencies, especially since there is a recurring shift in the generational and cultural background of public representatives.