The Attributes of Social Media as a Strategic Marketing Communication Tool

New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media (SM) is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature (n = 14), we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.

"Lájk első látásra?" – Mi inspirálja a márkák kedvelését az online térben, kis vendéglátóhelyek esetében? ("Like at first sight?" – What inspires liking brands in online social media in the case of small catering establishments?)

A márkatulajdonosok számára elsődleges fontosságú, hogy feltérképezzék saját márkaközösségüket, ezáltal is elősegítve a közösségi fókuszú kommunikációs tevékenységüket. Különösen igaz ez a jellemzően kis- és középvállalati formában működő vendéglátóhelyek számára, ahol a közösségi média sokszor az egyetlen rendelkezésre álló marketingkommunikációs eszköz. Empirikus kutatásunkban fogyasztói narratívákat (n=151) elemzünk a tartalomelemzés módszertanával. A válaszadókat arra kértük, hogy írjanak kedvenc vendéglátóhelyükkel való kapcsolatukról az online térben. Elemzésünkben arra keressük a választ, hogy a márkaközösségek tagjai milyen belső indíttatásból kerültek kapcsolatba kedvenc vendéglátóhelyeikkel a közösségi platformokon. Az elsősorban fogyasztási élményekhez kötött kapcsolat online közösségi térbe való kiterjesztésére olyan belső motivációkat tártunk fel, mint a pragmatikusabb információközpontú indíttatások (pl. kizárólagos információk, naprakészség, vállalati ajánlatok, közösségimédia-specifikus tartalmakhoz való hozzáférés igénye), az érzelmi kötődés kifejezése (pl. nosztalgia, ismerősöknek való ajánlás, személyes érintettség), a társas befolyás (oldalak kedvelése mint kommunikációs tartalom, konformitás, önkifejezés), valamint a vállalati alapképességeken túlmutató egyéb tematikus kapcsolódások. ____ It is of primary importance for brand owners to map their own brand community, in order to stimulate their social-focused communication activity. This is especially true for typically small and medium-sized catering enterprises, where in most cases, social media is the only available marketing communications tool. In our empirical research, we analyze consumer narratives (n=151) with the methodology of content analysis. We asked the respondents to write about their relationship with their most preferred catering establishments in the online social sphere. In our research, we search for the inner intention by which members of brand communities got connected with their most preferred catering establishments on social platforms. We revealed such inner motivations for users extending a primarily experience (an consumption) based relationship to the online social sphere like rather pragmatic, information-focused intentions (e.g. exclusive information, timeliness, company offers, access claim for social media -specific contents), the expression of emotional binding (e.g. nostalgia, reference for acquaintances, personal involvement), social influence (the like as communication content, conformity, self-expression), and other thematic linkages beyond core company competences.

"Lájkolom őket, de ennék is náluk?" – Aktivitásra buzdító kis- és középvállalati közösségimédia-tevékenységek fogyasztói fogadtatása magyarországi vendéglátóhelyek példáján keresztül ("I like them, but would I eat at their place?" – Encouraging social media activities of small and medium-sized enterprises and their consumerreactions – the case of Hungarian catering establishments)

A vendéglátóipari egységek kommunikációjában fontos szerepe van a közösségi médiában való jelenlétnek. Hazánkban a leggyakrabban használt felület a Facebook, amely sok ilyen vállalkozás esetében kiemelt fontosságú, vagy akár az egyetlen reálisan elérhető marketingkommunikációs felület. Kutatásunkban azt vizsgáljuk, hogy a felhasználók hogyan érzékelik a feléjük továbbított üzleti célú információkat a közösségi felületen, illetve hogy a fogyasztókra milyen mértékű aktivitás jellemző kedvenc vendéglátóipari egységük oldalán. Ennek céljából szubjektív fogyasztói narratívákat (n=151) elemzünk a kvalitatív tartalomelemzés módszertanával. A válaszadókat arra kértük, hogy írjanak kedvenc vendéglátóhelyükkel való kapcsolatukról az online térben. A "belájkolt" vendéglátóipari egységek felületeinek fogyasztók által észlelt aktivitása segítheti a vállalkozásokat abban, hogy alaptevékenységük elemeinek kommunikálásával, vagy akár ettől teljesen eltérő közösségi stratégiát használva pozicionálják márkájukat. A márkák tudatos tartalommenedzselése hozzájárulhat továbbá a felhasználók virtuális térben való hatékonyabb eléréséhez és bevonásához. ____ Presence in social media is an important element in the communication of catering establishments. The most frequently used platform in Hungary – that is extraordinarily important, or even the only reasonably accessible marketing communications platform for many catering companies – is Facebook. In our research, we analyse how users perceive the business-purposed information forwarded to them on the social media platform, and how intensive are the consumers’ activities on their most preferred catering establishment's site. For this purpose we analyse subjective consumer narratives (N=151) with the methodology of qualitative content analysis. We asked the respondents to write about the relationship with their most preferred catering establishment in the online sphere. Perceived activity of the "liked" catering establishment's platform could help enterprises to position themselves by communicating their core activities, or by using a totally different social strategy. Moreover, conscious content management of brands could contribute to reach and to engage users in the virtual sphere more efficiently.

The use of presidential executive orders to control the management and administration of the federal government

As long as governmental institutions have existed, efforts have been undertaken to reform them. This research examines a particular strategy, coercive controls, exercised through a particular instrument, executive orders, by a singular reformer, the president of the United States. The presidents studied-- Johnson, Nixon, Ford, Carter, Reagan, Bush, and Clinton--are those whose campaigns for office were characterized to varying degrees as against Washington bureaucracy and for executive reform. Executive order issuance is assessed through an examination of key factors for each president including political party affiliation, levels of political capital, and legislative experience. A classification typology is used to identify the topical dimensions and levels of coerciveness. The portrayal of the federal government is analyzed through examination of public, media, and presidential attention. The results show that executive orders are significant management tools for the president. Executive orders also represent an important component of the transition plans for incoming administrations. The findings indicate that overall, while executive orders have not increased in the aggregate, they are more intrusive and significant. When the factors of political party affiliation, political capital, and legislative experience are examined, it reveals a strong relationship between executive orders and previous executive experience, specifically presidents who served as a state governor prior to winning national election as president. Presidents Carter, Reagan, and Clinton (all former governors) have the highest percent of executive orders focusing on the federal bureaucracy. Additionally, the highest percent of forceful orders were issued by former governors (41.0%) as compared to their presidential counterparts who have not served as governors (19.9%). Secondly, political party affiliation is an important, but not significant, predictor for the use of executive orders. Thirdly, management strategies that provide the president with the greatest level of autonomy--executive orders--redefine the concept of presidential power and autonomous action. Interviews of elite government officials and political observers support the idea that executive orders can provide the president with a successful management strategy, requiring less expenditure of political resources, less risk to political capital, and a way of achieving objectives without depending on an unresponsive Congress. ^

Knowledge assisted data management and retrieval in multimedia database systems

With the proliferation of multimedia data and ever-growing requests for multimedia applications, there is an increasing need for efficient and effective indexing, storage and retrieval of multimedia data, such as graphics, images, animation, video, audio and text. Due to the special characteristics of the multimedia data, the Multimedia Database management Systems (MMDBMSs) have emerged and attracted great research attention in recent years. Though much research effort has been devoted to this area, it is still far from maturity and there exist many open issues. In this dissertation, with the focus of addressing three of the essential challenges in developing the MMDBMS, namely, semantic gap, perception subjectivity and data organization, a systematic and integrated framework is proposed with video database and image database serving as the testbed. In particular, the framework addresses these challenges separately yet coherently from three main aspects of a MMDBMS: multimedia data representation, indexing and retrieval. In terms of multimedia data representation, the key to address the semantic gap issue is to intelligently and automatically model the mid-level representation and/or semi-semantic descriptors besides the extraction of the low-level media features. The data organization challenge is mainly addressed by the aspect of media indexing where various levels of indexing are required to support the diverse query requirements. In particular, the focus of this study is to facilitate the high-level video indexing by proposing a multimodal event mining framework associated with temporal knowledge discovery approaches. With respect to the perception subjectivity issue, advanced techniques are proposed to support users' interaction and to effectively model users' perception from the feedback at both the image-level and object-level.

Development of risk based treatability and engineering measures for reducing exposure to lead contaminated media in the Miami inner city, Florida

A major consequence of contamination at the local level’s population as it relates to environmental health and environmental engineering is childhood lead poisoning. Environmental contamination is one of the pressing environmental concerns facing the world today. Current approaches often focus on large contaminated industrial size sites that are designated by regulatory agencies for site remediation. Prior to this study, there were no known published studies conducted at the local and smaller scale, such as neighborhoods, where often much of the contamination is present to remediate. An environmental health study of local lead-poisoning data in Liberty City, Little Haiti and eastern Little Havana in Miami-Dade County, Florida accounted for a disproportionately high number of the county’s reported childhood lead poisoning cases. An engineering system was developed and designed for a comprehensive risk management methodology that is distinctively applicable to the geographical and environmental conditions of Miami-Dade County, Florida. Furthermore, a scientific approach for interpreting environmental health concerns, while involving detailed environmental engineering control measures and methods for site remediation in contained media was developed for implementation. Test samples were obtained from residents and sites in those specific communities in Miami-Dade County, Florida (Gasana and Chamorro 2002). Currently lead does not have an Oral Assessment, Inhalation Assessment, and Oral Slope Factor; variables that are required to run a quantitative risk assessment. However, various institutional controls from federal agencies’ standards and regulation for contaminated lead in media yield adequate maximum concentration limits (MCLs). For this study an MCL of .0015 (mg/L) was used. A risk management approach concerning contaminated media involving lead demonstrates that the linkage of environmental health and environmental engineering can yield a feasible solution.

DIMUSE: An integrated framework for distributed multimedia system with database management and security support

With the recent explosion in the complexity and amount of digital multimedia data, there has been a huge impact on the operations of various organizations in distinct areas, such as government services, education, medical care, business, entertainment, etc. To satisfy the growing demand of multimedia data management systems, an integrated framework called DIMUSE is proposed and deployed for distributed multimedia applications to offer a full scope of multimedia related tools and provide appealing experiences for the users. This research mainly focuses on video database modeling and retrieval by addressing a set of core challenges. First, a comprehensive multimedia database modeling mechanism called Hierarchical Markov Model Mediator (HMMM) is proposed to model high dimensional media data including video objects, low-level visual/audio features, as well as historical access patterns and frequencies. The associated retrieval and ranking algorithms are designed to support not only the general queries, but also the complicated temporal event pattern queries. Second, system training and learning methodologies are incorporated such that user interests are mined efficiently to improve the retrieval performance. Third, video clustering techniques are proposed to continuously increase the searching speed and accuracy by architecting a more efficient multimedia database structure. A distributed video management and retrieval system is designed and implemented to demonstrate the overall performance. The proposed approach is further customized for a mobile-based video retrieval system to solve the perception subjectivity issue by considering individual user's profile. Moreover, to deal with security and privacy issues and concerns in distributed multimedia applications, DIMUSE also incorporates a practical framework called SMARXO, which supports multilevel multimedia security control. SMARXO efficiently combines role-based access control (RBAC), XML and object-relational database management system (ORDBMS) to achieve the target of proficient security control. A distributed multimedia management system named DMMManager (Distributed MultiMedia Manager) is developed with the proposed framework DEMUR; to support multimedia capturing, analysis, retrieval, authoring and presentation in one single framework.

Online News Media Impact on Disaster Response: October 26, 2010 Indonesian Disaster Case Study

This paper reflects a research project on the influence of online news media (from print, radio, and televised outlets) on disaster response. Coverage on the October 2010 Indonesian tsunami and earthquake was gathered from 17 sources from October 26 through November 30. This data was analyzed quantitatively with respect to coverage intensity over time and among outlets. Qualitative analyses were also conducted using keywords and value scale that assessed the degree of positivity or negativity associated with that keyword in the context of accountability. Results yielded insights into the influence of online media on actors' assumption of accountability and quality of response. It also provided information as to the optimal time window in which advocates and disaster management specialists can best present recommendations to improve policy and raise awareness. Coverage of outlets was analyzed individually, in groups, and as a whole, in order to discern behavior patterns for a better understanding of media interdependency. This project produced analytical insights but is primarily intended as a prototype for more refined and extensive research.

The Impact of Different Types of Media on Tourists' Behavioral Intentions

The primary purpose of this study was to examine how much different types of media affect a tourist’s decision when choosing a destination to travel. Further, this study attempted to investigate the impact of the different types of media on a tourist’s behavioral intentions. A primary field survey was designed for this study to collect data and multivariate analysis of variance (MANOVA) was performed to analyze the data and test the hypotheses. As a result, the most influential media form for choosing a destination to travel was social media, while brochure ranked the last. Subsequently, demographic factors showed noticeable propensities for the different types of media. Lastly, media types had a significant impact on three behavioral intentions for traveling as well. Study findings are expected to provide valuable information to better utilize the media as a marketing tool for the tourism industry.

The use of presidential executive orders to control the management and administration of the federal government

As long as governmental institutions have existed, efforts have been undertaken to reform them. This research examines a particular strategy, coercive controls, exercised through a particular instrument, executive orders, by a singular reformer, the president of the United States. The presidents studied- Johnson, Nixon, Ford, Carter, Reagan, Bush, and Clinton-are those whose campaigns for office were characterized to varying degrees as against Washington bureaucracy and for executive reform. Executive order issuance is assessed through an examination of key factors for each president including political party affiliation, levels of political capital, and legislative experience. A classification typology is used to identify the topical dimensions and levels of coerciveness. The portrayal of the federal government is analyzed through examination of public, media, and presidential attention. The results show that executive orders are significant management tools for the president. Executive orders also represent an important component of the transition plans for incoming administrations. The findings indicate that overall, while executive orders have not increased in the aggregate, they are more intrusive and significant. When the factors of political party affiliation, political capital, and legislative experience are examined, it reveals a strong relationship between executive orders and previous executive experience, specifically presidents who served as a state governor prior to winning national election as president. Presidents Carter, Reagan, and Clinton (all former governors) have the highest percent of executive orders focusing on the federal bureaucracy. Additionally, the highest percent of forceful orders were issued by former governors (41.0%) as compared to their presidential counterparts who have not served as governors (19.9%). Secondly, political party affiliation is an important, but not significant, predictor for the use of executive orders. Thirdly, management strategies that provide the president with the greatest level of autonomy-executive orders redefine the concept of presidential power and autonomous action. Interviews of elite government officials and political observers support the idea that executive orders can provide the president with a successful management strategy, requiring less expenditure of political resources, less risk to political capital, and a way of achieving objectives without depending on an unresponsive Congress.

A framework for modelling mobile radio access networks for intelligent fault management

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Social Media Strategies in the Retail Sector: Analysis and Recommendations for Three Multi-National Retailers

During the last twenty years (1995-2015), the world of commerce has expanded beyond the traditional brick-and-mortar high street to a global shop front accessible to billions of users via the Worldwide Web (WWW). Consumers are now using the web to immerse themselves in virtual shop fronts, using Social Media (SM) to communicate and share product ideas with friends and family. Retail organisations recognise the need to develop and adapt their strategies to respond to the increasing use of SM. New goals must be set in order to identify how companies will integrate social media into current practices. This research aims to suggest an advisable and comprehensive SM strategy for companies operating in the global retail sector, based on an exploratory analysis of three multi-national retail organisations' existing SM strategies. This will be assessed in conjunction with a broader investigation into social media in the retail industry. From this, a strategy will be devised to improve internal and external communication as well as knowledge management through the use of social media. Findings suggest that the use of SM within the retail industry has dramatically improved collaboration and communication processes for organisations as they are now able to converse better with stakeholders and the tools are relatively simple to integrate and implement as they benefit one another.

Media amplification of brand crisis and its affect on brand trust

This paper explores the ways in which consumers’ brand trust during a brand crisis is affected through direct experience versus when it is amplified through mass media. By using case-study methodology, our findings reveal that generalised public images of a product crisis initiate a public perception of risk, which provides more negative effects on brand trust than the actual consumers’ experience does. We introduce the media as a third partner influencing the trust relationship between consumers and brands, and offer suggestions for restoring and preserving customers’ brand trust.

The management of bone tools from the Bronze Age site of El Portalón of Cueva Mayor, Sierra de Atapuerca, Burgos

In this paper we analyze the set of Bronze Age bone tools recovered at the archaeological site of El Portalón of Cueva Mayor in the Sierra de Atapuerca (Burgos). The Bronze Age cultural period is the best represented in the cavity and its study has forced us to unify the different excavation and stratigraphical criteria undertaken from the earliest archaeological excavations developed by J.M. Apellániz during the 70s until the excavations of the current research team (EIA) since 2000. We propose here for the first time a relationship between the initial system of “beds” used by Apellániz and our recent sedimentary sequence that recognizes eleven stratigraphic levels radiometrically dated from the late Upper Pleistocene to the Middle Age. Within the bone industry assemblage we recognize a large variety of utensils and ornamental elements, with native and allochthonous features, that make evident a regional as well as long distance relationships of these populations of the interior of the Iberian Peninsula during the recent Prehistory.

Renta feudal, ejercicio del poder y diferenciación social campesina en el marco del señorío del cabildo salmantino en la Edad Media

El presente trabajo analiza la evolución del señorío eclesiástico en el largo plazo, para sumar al conocimiento de las formas señoriales de la Extremadura leonesa. Consideramos específicamente el caso del cabildo catedralicio salmantino entre los siglos XII y XV. Buscamos demostrar que no poseyó idéntica estructura durante todo el período y que sus transformaciones se explican por una compleja conjunción de variables. Dichas transformaciones incidieron sobre las estructuras sociales del agro, en especial sobre el desarrollo de procesos de diferenciación social campesina. Demostramos que la forma concreta en que se realizaba la renta podía alterar las estructuras sociales de las comunidades y que el desarrollo de las relaciones sociales asalariadas se encontraba muy vinculado a las coyunturas económicas y a las posibilidades y límites de la gestión señorial. Finalmente, ponemos de relieve que la transformación social no siempre fue irreversible y que su consolidación dependió de la incapacidad de los señores de ejercer sus poderes políticos.