Die externe Unternehmenskommunikation über das Medium Corporate Blog stellt einen relevanten, aber zu Teilen noch recht unerforschten Bereich der Social Media Kommunikation dar. Um eine gelingende Unternehmenskommunikation über Corporate Blogs zu fördern und eine Reflexionsbasis für die Kommunikationsverantwortlichen bereitzustellen, wird in der Arbeit die Forschungsfrage gestellt: „Wie gestaltet sich der Managementprozess externer Unternehmenskommunikation über Corporate Blogs, aus der Sicht der beteiligten Unternehmensakteure?“. Das Forschungsziel liegt in einer qualitativen, facettenreichen Rekonstruktion des Managementprozesses, aus Sicht der beteiligten Unternehmensakteure. Die Beschreibung der sozialen Praxis soll es ermöglichen, den Prozess in seiner Funktionsweise und seinen interdependenten Beziehungen zwischen Struktur und Handlung zu verstehen. Im Rahmen von 22 Fallstudien konnte der Prozess rekonstruiert und durch die Ausführungen der Unternehmensakteure erklärt werden. Die Ergebnisse zeigen, dass die Prozessphasen variabel und situationsspezifisch ablaufen und gestaltet werden müssen. Insbesondere die Gestaltung der Faktoren Aufmerksamkeit, Veröffentlichungsintervall und die Kommunikationskultur des Unternehmens sind elementar, um den Prozess zum Gelingen zu führen.

En el presente trabajo, se plantea realizar una investigación con el objetivo de determinar la posible relación entre el Social Media Marketing, es decir los contenidos publicados por las marcas en redes sociales, y el Customer Engagement, que representa el enganche o atracción de los usuarios más participativos y comprometidos con la marca de su preferencia. Asimismo, se plantea comprobar la relación entre la generación de Engagement y el Brand Loyalty hacia la marca, como resultado de la mejora de la imagen hacia la marca y la confianza percibida por parte de los consumidores. Cabe resaltar, a su vez, que se han identificado diversos autores que han desarrollado investigaciones con las variables mencionadas, las cuales han sido utilizadas como referencias para la elaboración del presente trabajo. Sin embargo, se ha procedido a aplicar esta investigación en un contexto diferente, tratándose de un sector en auge como es el sector gaming. Este sector refiere a todas aquellas marcas que participan activamente, como es el caso de aquellas marcas que producen periféricos o dispositivos ligados al consumo de videojuegos, y aquellas empresas que buscan posicionarse en este sector pero que distribuyen productos de otro tipo de categorías. Para finalizar es necesario mencionar la siguiente investigación plantea realizar técnicas cuantitativas, específicamente se realizarán cuestionarios como parte de la investigación de los consumidores denominados como “gamers”. / In the present work, a research is proposed with the aim of determining the possible relationship between Social Media Marketing, that is to say, the contents published by the brands in social networks, and Customer Engagement, which represents the engagement or attraction of the most participative and committed users with the brand of their preference. Likewise, it is proposed to verify the relationship between the generation of Engagement and the Brand Loyalty towards the brand, as a result of the improvement of the image towards the brand and the confidence perceived by the consumers. It should be noted that several authors have developed research with the above-mentioned variables, which have been used as references for the preparation of this paper. However, this research has been applied in a different context, being a growing sector such as the gaming sector. This sector refers to all those brands that actively participate, as is the case of those brands that produce peripherals or devices linked to the consumption of video games, and those companies that seek to position themselves in this sector but that distribute products from other types of categories. To conclude, it is necessary to mention the following investigation proposes to carry out quantitative techniques, specifically questionnaires will be carried out as part of the investigation of consumers known as "gamers". / Trabajo de investigación

I takt med en tilltagande användning av internet och teknologiska enheter har tillgången till användargenererad data om individer ökat. Denna personliga data kan, genom fenomen som Big Data, vidare exploateras av företag som grund för att utforma och anpassa marknadsföring i linje med konsumenters individuella preferensmönster. Detta utgör delar inom digital direktmarknadsföring. Emellertid existerar det en problematik med specifikt utformad direktmarknadsföring i digital miljö. Konsumenter som mottager denna typ av marknadsföring har en tendens till att uppleva att företagen kommer för nära inpå privatlivet. Tidigare studier visar att företag kan få tillgång till för känslig information om konsumenter och deras aktiviteter i vardagen. I många fall sker detta utan att konsumenten är medveten om hur denna information har erhållits och en konsekvens av detta är att den personliga integriteten kan bli föremål för intrång. Uppsatsens syfte tar grund i en strävan efter att undersöka hur konsumenter uppfattar den personliga integriteten vid exponering mot individuellt riktad digital marknadsföring. Mer specifikt utforskas det eventuella sambandet mellan personlig integritet och digital direktmarknadsföring. Den teoretiska referensramen behandlar teorier och begrepp som är relevanta för få en övergripande förståelse kring ämnet. Under avsnittet presenteras bland annat Westins teori om den personliga integriteten och dess olika tillstånd. Därtill behandlas även beskrivningar av begrepp såsom digital direktmarknadsföring, Big data, Surveillance Capitalism och dataskyddsförordningen (GDPR). Här beaktas variablerna känslighet på direktmarknadsföring, omfattning av direktmarknadsföring, ålder, utbildningsnivå, kön samt kontrollvariabelninternetanvändning. Utifrån dessa variabler samt tidigare forskning har fem hypoteser formulerats. Den empiriska undersökningen baserades på en tvärsnittsstudie av deduktiv karaktär där det genomfördes en digital enkätundersökning. Totalt deltog 203 respondenter i denna studie. Enkäten innefattade frågor som baserades på uppsatsens variabler. För att se om det går att finna stöd eller inte för dessa hypoteser används en multivariat regressionsanalys. Undersökningens resultat visar att uppfattningen av den personliga integriteten påverkas av direktmarknadsföring. Det kan utläsas att både känsligheten och omfattningen på direktmarknadsföringen har en jämnstark och statistiskt signifikant effekt på uppfattningen av den personliga integriteten. Därtill indikeras det även att ålder är en variabel som har en effekt på hur den personliga integriteten påverkas, där äldre individer tenderar att vara mer oroade över den personliga integriteten än vad yngre individer är. Utifrån denna undersökning går det vidare att uttyda att det föreligger tendenser till intrång på den personliga integriteten i den digitala miljön vid exponering mot digital direktmarknadsföring. / Given the increased availability of internet and technological devices, the access to user-generated data has increased. This personal data is made accessible to companies and through phenomena such as Big Data it can be exploited and adapted to lay the foundation for marketing aimed directly at individual consumers. This is also known as direct marketing. However, it seems as if there exists a tendency for digital direct marketing to result in companies entering the individual’s personal space and as a consequence – the personal integrity is jeopardized. The purpose of this thesis is to examine the way consumers on the Swedish retail market perceive the personal integrity when being exposed to digital direct marketing. The study is of cross-sectional deductive character and it investigates the possible relationship between personal integrity and digital direct marketing. This is done through a digital survey with questions based on five hypotheses which in turn reflect the following variables that have been defined; Sensibility to direct marketing,Extent of direct marketing, Age, Level of education, and Gender. In addition to this, the control variable Internet-usage is added. The hypotheses are then tested in a multiple regression analysis. From the discussion and conclusion of this thesis the results show that consumers experience that the personal integrity is affected by digital direct marketing. The findings indicate further that both sensibility to direct marketing, the extent of direct marking, and age have a statistically significant effect on the individual’s perception of the personal integrity in this context. Given the result from the survey, the regression analysis and its application on the hypotheses, this study finds implications for violation of the consumer’s personal integrity.

Nowadays the market is becoming increasingly competitive. Consumers have a wide variety of choices and make their decisions based on the recommendations of other peers, which they consider more trustable compared to traditional advertisements. In such a scenario customer engagement is becoming the most important challenge for businesses. In fact engaged customers are not only loyal, but also active recommenders of the product/service to other peers. Social media, thanks to their interactive features, allow building relationships with customers and therefore they have a key role for customer engagement.   The paper analyzes how companies can use social media in order to build a customer engagement strategy. The project begins with an overview of the literature available about two main topics: customer engagement and social media.  In the later analysis, the author demystifies social media for business by analyzing what are the main functionalities that they provide and how these functionalities can be used in order to create a social media engagement strategy. A new model is presented: “The Social Media Engagement Cycle” that highlights how engagement on social media helps driving repeat sales and getting new customers through the existing ones. The author addresses the organizational and cultural implications of the model to highlight which are the changes that companies should address in order to implement a successful social media strategy. Finally the author discusses a case study from the telecommunication industry, and drives general conclusions about how the engagement on social media has a pervasive importance across industries.

El objetivo de esta investigación es analizar los elementos del social media marketing, el brand awareness y su relación con el brand loyalty en el Perú. La población de interés para la investigación consistirá en mujeres y hombres millennials de 20 a 25 años que son usuarios regulares de la red social Facebook, además estos deberán interactuar frecuentemente con las publicaciones de las páginas que siguen. El método de investigación para el presente trabajo tendrá un enfoque cuantitativo de carácter concluyente y los datos de la investigación se obtendrán a través de cuestionarios en línea compartidos en las redes sociales. Para el análisis de estos datos se utilizará el programa SPSS haciendo análisis bivariados desde correlaciones y multivariados a partir de ecuaciones estructurales. / The objective of this research is to analyze the elements of social media marketing, brand awareness and its relation with brand loyalty in Peru. The population of interest for the research will consist of millennial women and men between the ages of 20 and 25 who are regular users of the social network Facebook, and they must also frequently interact with the publications of the pages they follow. The research method for this work will have a conclusive quantitative approach and the research data will be obtained through online surveys shared on social networks. For the analysis of these data, the SPSS program will be used, making bivariate analyzes from correlations and multivariates from structural equations. / Trabajo de investigación

The impact of international mobility and globalization on universities has led to a greater need for students. Thus, throughout students stay in their destinatio ncountry, prospective students access a variety of sources of information and make simultaneous decisions about where to travel; decision making is required at everystage of the travel process (pre-travel, during travel, and post travel). Previous to the advent of social media dominate traditional sources of information, such as print media, educational fairs and university websites. The social media websites such as social networking (Facebook, Google+, LinkedIn,), microblogging (Twitter,Tumblr), photo sharing (Snapchat, Instagram, Pinterest), Video sharing (YouTube,Facebook Live, Periscope, Vimeo) become an alternative source of university information as many young people and students engage, work and participate in this online community. The purpose of this thesis is to research the influence of social media on the decision-making process of Ethiopian educational tourists in Poland, as well as how other factors (such as others’ comments, replies, and tour reviews) influence the process of their travel decision making. The data collection tool was a survey that included demographic questions, closed ended questions, multiple choice questions, a rating scale (Likert 5 scale model), and a few open-ended questions. The survey questionnaire was completed by 137 international students. The study's findings indicate that social media has a sizable influence and role as a source of information for Ethiopian educational tourists in Poland at every stage of their travel decisionmaking process, and that other factors (such as others' comments, replies, and tourreviews) influenced their decision-making process as well. Overall, this study helps to gather insights into Ethiopian educational tourists' decision-making behavior in Poland. Due to the fact that the research will contribute cross-national knowledge about educational tourists' behavior during the travel decision-making process in a destination, it will have a significant impact on promoting domestic travel and tourism in Poland.

El presente trabajo de investigación realiza un análisis del comportamiento de las variables: Marketing en los Medios Sociales, Imagen de Marca, Valor de Marca, Lealtad de Marca, Conocimiento de Marca e Intención de Recompra; las cuales se relacionan entre sí, y también, se analiza los efectos que estas tienen en la relación cliente / marca. Este trabajo, se considera relevante, debido a que puede ser beneficioso para que futuras marcas puedan mejorar su imagen y la relación con los clientes presentes y futuros. En este sentido, uno de los vacíos del estudio, es que muestra la postura desde el punto de vista de estudiantes que cumplieran con ciertas características solicitadas, más no se utilizó un público objetivo real. De esta forma, si bien los resultados brindan una perspectiva cercana a la del consumidor es necesario abarcar el punto de vista real de las marcas y la intención de compra (Almohaimmeed, 2019). Otro factor a considerar, es el lugar y las condiciones socioculturales, las cuales afectan el contexto de los resultados, por lo que no se podría generalizar los resultados según las investigaciones ya realizadas, sin embargo, si se considera una oportunidad para que pueda ser indagado en futuras investigaciones sobre el contexto sociocultural limeño. (Sehar Ashraf y Azam, 2019; Ismail, 2017). Además, el sector investigado impide que el modelo de valor de la marca se proyecte a otros rubros, ya que el tamaño de la muestra es muy limitado (Shabbir, Khan y Khan, 2017). / This research work performs an analysis of the behavior of the variables: Social Media Marketing, Brand Image, Brand Equity, Brand Loyalty, Brand Awareness and Repurchase Intention; which are related to each other, and the effects they have on the customer / brand relationship are also analyzed. This work is considered relevant, because it can be beneficial for future brands to improve their image and the relationship with present and future customers. Furthermore, one of the gaps in the study is that it shows the position from the point of view of students who meet certain requested characteristics, but a real target audience was not used. Although the results provide a close perspective of the consumer point of view, but it is necessary to cover the real opinion of the brands and the purchase intention (Almohaimmeed, 2019). Another factor to consider is the place and the sociocultural conditions, which affect the context of the results, so thisones could not be generalized according to the investigations already carried out, however this is considered as an opportunity for it to be investigated in future research on the Lima sociocultural context. (Sehar Ashraf and Azam, 2019; Ismail, 2017). In addition, the investigated sector prevents the brand's value model from being projected to other areas, since the sample size is very limited (Shabbir, Khan and Khan, 2017). / Trabajo de investigación

No description available.

Actualmente, la moda es una industria con altos márgenes de crecimiento económico en el Perú, acompañado del incremento en la adquisición de prendas a través de diversos canales de contacto, sobre todo en lo digital. Por tal motivo, se identifican algunas variables que guardan relación al momento de adquirir un producto en dicha categoría. El presente estudio tiene como propósito identificar dichas relaciones entre variables entre las cuales se encuentran: el social media marketing, brand awareness, costumer engagemenet en función al purchase intention. La investigación pretender validar las hipótesis propuestas en función al grado de significancia como el rol de mediador entre las variables mencionadas, a través de una muestra de 400 personas en Lima Metropolitana. Finalmente, como apoyo en este artículo se plantean aplicar testeos estadísticos como correlaciones y regresiones, las cuales serán de utilidad para el análisis de la información recopilada. / Currently, fashion is an industry with high margins of economic growth in Peru, accompanied by an increase in the acquisition of garments through various contact channels, especially digital. For this reason, some variables are identified that are related to the moment of purchasing a product in that category. The purpose of this study is to identify the relationships between the variables, among which are: social media marketing, brand awareness, customer engagement based on purchase intention. The research aims to validate the proposed hypotheses according to the degree of significance as the role of mediator between the mentioned variables, through a sample of 400 people in Metropolitan Lima. Finally, as support in this article, it is proposed to apply statistical tests such as correlations and regressions, which will be useful for the analysis of the information collected. / Trabajo de investigación

M. Tech. (Department of Marketing, Faculty of Management Sciences), Vaal University of Technology. / It is evident that social media has become a fundamental instrument in society and has revolutionised the way society interacts and conducts business. More than 75 percent of the South African Generation Y population are active users of various social media platforms and the collective topics that are discussed include the status quo, entertainment, sports and other various issues that affect society as an integrated whole. However, many challenges are associated with social media concerning the affordability and accessibility of the internet. Consequently, it makes it a challenge for organisations to utilise social media as a reliable marketing instrument. Therefore, the study seeks to examine the effect of social media marketing dimensions on consumer attitudes and adoption among Generation Y consumers. The sample consisted of 285 self-reporting social media active users located in the Southern Gauteng region of South Africa. The study adhered to a quantitative approach and a snowball sampling method, whereby data were collected using a paper and pencil based self-administered questionnaire in 2019. A positivist research philosophy was followed whereby hypotheses where formulated for the study. In addition, formal procedure regarding research ethics were observed during empirical data collection and the questionnaire was also tested for reliability as well as validity. A pilot study preceded the main data collection survey processes. The collected data was analysed using descriptive statistics, correlation analysis and regression models. The results of the study indicated significant positive relationships for the three dimensions of social media marketing, namely in-formativeness (β= +0.302; t= 6.030; p<0.01), source credibility (β= +0.171; t= 2.767; p<0.01), perceived enjoyment (β=+0.169; t=2.956; p<0.00) and Generation Y consumer’s attitude. The fourth dimension being social identity, did not yield a statistically significant relationship in the regression model (β= 0.017; t= 0.256; p=0.01). Furthermore, significant positive relationships were also observed between consumer attitudes and the adoption of social media marketing (β= + 0.276; t-value= 4.841; p<0.01) among Generation Y consumers. As such, insight acquired from this study will assist both marketing academics as well as practitioners in comprehending Generation Y consumers’ perceptions on adoption and attitudes in relation to the adoption of social media as a marketing instrument. Based on the results, recommendations assert that, among others, marketing practitioners should effectively adopt social media as a marketing platform to communicate their marketing efforts and initiatives. Furthermore, marketers should integrate their marketing initiatives and strategies with the 4th industrial revolution. In addition, limitations, future research avenues are identified, and contributions of this study are discussed.