A társadalmi felelősségvállalás vállalati on-line kommunikációjának kritikai elemzése (Critical Analysis of Online CSR Communication in Hungary)

A vállalatok társadalmi felelősségvállalásával (CSR) kapcsolatos alapelvek, kezdeményezések és tevékenységek kommunikációja a vállalati kommunikáció egyik sarkalatos pontjává vált szinte az egész világon. A cégek CSR-kezdeményezéseik bemutatásához egyre többször az internetet is igénybe veszik. Az on-line média használatával párhuzamosan az elmúlt évtizedben egyre többen kutatják a CSR-kommunikáció elektronikus formáit, jóllehet ezek a kutatások többnyire leíró jellegűek, és a CSR-kommunikáció, valamint egyes vállalati jellemzők (méret, iparág és más magyarázó változók) között keresnek kapcsolatot. A szerzők e cikkben a társadalmi felelősségvállalással foglalkozó vállalati weboldalakat kritikai szemüvegen keresztül vizsgálják. Céljuk, hogy feltárják az on-line kommunikációt jellemző belső ellentmondásokat és a vallott és követett értékek közötti különbségeket. _______ Communicating corporate social responsibility (CSR) principles, initiatives, and activities has become a common practice of companies all around the world. It is quite apparent that firms use internet more and more often to communicate their CSR initiatives to their stakeholders. Parallel with the extensive use of the online media, more and more research has been elaborated on the field of online CSR communication in the last decade as well. However, these studies usually have a strong descriptive focus trying to reveal connections between the intensity of online communication of CSR values and activities, and company size, industrial background, and other explanatory variables. In contrast, the authors analysed corporate web pages dedicated to CSR through critical lenses. Their research was designed to explore any dissonances and contradictions within online communication and between communication and real activities of firms from construction, retail, and telecommunication industries in Hungary.

Az online fogyasztói elégedettségmérés hatása a vállalatok versenyképességére (Effect of the online-customer satisfaction’s measurement to the corporate’s competitiveness)

A versenyképes működés elengedhetetlen feltétele a fogyasztói elégedettség, melynek egyik meghatározó eleme az észlelt és elvárt minőség közti kapcsolat. A minőségi elvárások az internettel, mint napjaink egyik meghatározó csatornájával kapcsolatban is megfogalmazódtak már, így kapott jelentős szerepet az online szolgáltatás minőségének meghatározása, illetve ezzel összekapcsolódva az online fogyasztói elégedettségmérés. Jelen tanulmány első része szakirodalmi áttekintést nyújt az online szolgáltatás minőségének fogyasztói érzékelésével, értékelésével kapcsolatos elméletekről, melyek az online fogyasztók elégedettségmérésének alapját képezik. Ezután kerül sor a különböző mérési módszerek bemutatására, kiemelt szerepet szánva a szakirodalomban sokat tárgyalt E-S-QUAL és E-RecS-QUAL skálának. Az áttekintés középpontjában azok az elméletek állnak, melyek az online vásárlást is nyújtó honlapokra vonatkoznak. A cikk további része két empirikus kutatást tartalmaz. Az első az elégedettségmérés hazai helyzetét tárgyalja, a másik pedig a szakirodalomból ismert E-S-QUAL és E-RecS-QUAL skálákat felhasználva részletesen elemzi az elektronikus szolgáltatásminőség dimenziói és a fogyasztói elégedettség közötti fontosabb összefüggéseket, emellett röviden vizsgálja az alkalmazott skálák megbízhatóságát és érvényességét. A kutatás fő célja a gyakorlati szakemberek számára is releváns kapcsolatok feltárása és bemutatása. _______ A company’s competitiveness significantly depends on the satisfaction of its consumers, which is influenced by the relationship between the expected and perceived quality. As over the last decade internet has become a significant channel, in parallel its customers have built some expectation about the quality of different websites and online services. Therefore the marketing literature should focus on the dimensions of e-service quality (e-sq) and online-customer satisfaction. This study first resumes with different concepts of e-sq, which are the principles of the online-customer satisfaction’s measurement. Than the different e-sq measurement methods are reviewed and the dimensions of E-S-QUAL and ERecS- QUAL scales are deeply explained. The study is focusing on concepts relating to web shops. The next part of the article includes two empirical studies. The first is about the situation of satisfaction measurement at Hungarian companies. The other one analyzes the most relevant relationships between the dimension of e-sq and customer satisfaction based on the E-S-QUAL and E-RecS-QUAL scales for measuring e-sq and briefly outlines the reliability and validity of these scales. The main purpose of this empirical research is to summarise the managerial and practical implications.

More Than Words, Brand Destruction in the Online Sphere

The focus of this paper is brand destruction, however in a slightly different sense than the traditional marketing literature depicts it. The concept of brand destruction basically tends to be discussed either (1) as an accidental, counter-productive event in a campaign which leads to the ruining of the brand, or (2) an intentional act by competitors in the market, which results the same breakdown mentioned above. As this paper shows, there are other ways to consider as well, when speaking about brand destruction. An often overlooked type of brand destruction is a rather new phenomenon: destroying the brand by customers or business partners. The adequate scene for this case is the internet itself, especially different social media platforms, e. g. Facebook, Twitter, Tumblr, Instagram, etc. Also popular weblogs can play an important role in brand destruction made by customers or business partners (general cases related to social media are depicted in Lipsman – Mud – Rich – Bruich, 2012). This paper presents a couple of cases in the online field and focuses basically on online communicative activities, in which a brand’s negative properties come to discussion. Both Hungarian and foreign examples are easy to find and they all demonstrate the growing power of consumers. This observation led marketing experts to start talking about the ‘smooth seizure of power by consumers’. Whilst the critic of this concept is considered to be relevant, this paper describes the elements and methods of the ‘seizure’ – from an online social point of view. The key of handling brand destruction cases efficiently lies in the role of social media users. They are not only consumers, but the opportunity for producing online contents is in their hands as well – this fact results in the idea of ‘prosumers’. Thus customers on social media platforms must be handled as a ‘critical mass’: as civic warriors with strong weapons in their armoury. No companies are allowed to feel safe, as the slightest error may well be punished by the crowd.

Online vs. Offline Gossip as a Source of Corporate Communicative Advantage

In a world that may be described by information revolution, it is becoming more and more important to discover the diffusion of information and news in a new technological environment. We are not dependent but, more in control of receiving and forwarding information in this technology driven environment. What we can find is that in today’s interpersonal communications, even corporate communications, gossip-like information gain a more important role. Starting from the psychological notion of gossip we asked the question how gossip occurs, evolves and disperses on the internet, what the main criteria of its diffusion and how these maybe taken into service of a company. The power of gossip derives from its biological basis that is communication advantage. The “newsmonger” maybe described with good memory, being up-to-date even in non-gossip like situations. The spread of info is faster and more precise among people with similar professions or of common interest. The content of the gossip adopts to the intellectual level of its audience. We conducted multiple research methods in order to discover about the nature of gossip of corporate interest: content analyses of blogs (N=10) and forums (N=10); online in-depth interviews (N=10); and individual consumer narratives (N=100). Our research shows that companies may lead and use gossip in an online context for their own communication intentions, however, corporate presence in terms of online gossips has to fulfill requirements in order to remain acceptable: that are specific language and place, openness, being direct about expressing intention and origin. In our paper we are going to present our major results and theoretical model

A hatásosság és hatékonyság fogalmainak értelmezése online vs. offline kampányok keretében

Az online marketing erősödése következtében a vállalatok a marketing költségvetésük egyre nagyobb arányát költik el erre a területre és ezzel párhuzamosan megnövekedett az igény az új eszközök hatásának mérésére is. A technikai adottságokból adódóan ugyanakkor az offline környezetben kialakított és alkalmazott mérési eljárások, illetve mutatók nem alkalmazhatóak egy az egyben az offline kampányok mérése során. A tanulmány célja, hogy az online és az offline kampányok esetében megvizsgálja és összehasonlítsa a hatékonyság és a hatásosság mérésének az elméleti megközelítésből, illetve a gyakorlati alkalmazásból eredő különbségeit. A kutatás rámutat azokra a lehetséges mérési eljárásokra, mutatórendszerre, amelyek lehetővé teszik a két csatornán elért teljesítmény integrált vizsgálatát.

The political construction of old age as reflected in online discussions

The present paper examines the political construction of ageing and conflicts between generations. The process of construction is driven not merely by institutional actors and opinion leaders in the media, but also by citizens who talk to each other about politics. In my paper I have focused on the latter by observing online discussions that appear on the political forum Index.hu. Disagreement between old people’ and ‘young people’ evolved mainly about the pension system, thus the examination of ageing constructions is embedded in this context. In spite of its numerous limits, the method used seems to be suitable for providing hypotheses for further research. In the first part of the study I present the applied theoretical approach in which the concept of stereotype is connected with the concept of social construction. After that I focus on investigating the activity, origin and contents of the stereotypes that influence the construction of ageing. In the third part of the study the components of the constructions are demonstrated.

"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.

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.

“Half Bricks and Half Clicks”: Is Blended Onsite and Online Teaching and Learning the Best of Both Worlds?

Blended learning, or combined onsite and online learning, is increasingly popular in higher education. This literature review investigated its effectiveness compared to traditional teaching and learning, concluding that with retention and achievement, blended learning is similar or slightly better; with interaction and satisfaction, blended teaching and learning are more effective.

Adults Learning Math Online: A Surprising Harmony

Adults returning to school face challenges including overcoming math anxiety. Many choose online courses as they balance life and work schedules. Online math courses therefore can be restructured to prevent math anxiety by catering to individual learning styles, providing tools that aid concept attainment, and using problem-based learning strategies.

Cuba’s Role in Venezuela’s Control of the Internet and Online Social Networks

The arrival of Cuba’s Information Technology (IT) and Communications Minister Ramiro Valdés to Venezuela in the Spring of 2010 to serve as a ‘consultant’ to the Venezuelan government awakened a new reality in that country. Rampant with deep economic troubles, escalating crime, a murder rate that has doubled since Chávez took over in 1999, and an opposition movement led by university students and other activists who use the Internet as their primary weapon, Venezuela has resorted to Cuba for help. In a country where in large part traditional media outlets have been censored or are government-controlled, the Internet and its online social networks have become the place to obtain, as well as disseminate, unfiltered information. As such, Internet growth and use of its social networks has skyrocketed in Venezuela, making it one of Latin America’s highest Web users. Because of its increased use to spark political debate among Venezuelans and publish information that differs with the official government line, Chávez has embarked on an initiative to bring the Internet to the poor and others who would otherwise not have access, by establishing government-sponsored Internet Info Centers throughout the country, to disseminate information to his followers. With the help of Cuban advisors, who for years have been a part of Venezuela’s defense, education, and health care initiatives, Chávez has apparently taken to adapting Cuba’s methodology for the control of information. He has begun to take special steps toward also controlling the type of information flowing through the country’s online social networks, considering the implementation of a government-controlled single Internet access point in Venezuela. Simultaneously, in adapting to Venezuela’s Internet reality, Chávez has engaged online by creating his own Twitter account in an attempt to influence public opinion, primarily of those who browse the Web. With a rapidly growing following that may soon reach one million subscribers, Chávez claims to have set up his own online trench to wage cyber space battle.

Everglades Online Thesaurus: A Standard Vocabulary for the South Florida Ecosystem

The Everglades Online Thesaurus is a structured vocabulary of concepts and terms relating to the south Florida environment. Designed as an information management tool for both researchers and metadata creators, the Thesaurus is intended to improve information retrieval across the many disparate information systems, databases, and web sites that provide Everglades-related information. The vocabulary provided by the Everglades Online Thesaurus expresses each relevant concept using a single ‘preferred term’, whereas in natural language many terms may exist to express that same concept. In this way, the Thesaurus offers the possibility of standardizing the terminology used to describe Everglades-related information — an important factor in predictable and successful resource discovery.

Evaluating Applicability of E-Service Quality in Online Hotel Bookings

This study evaluates applicability of E-service quality measurements in the context of online hotel bookings. Data was collected from an online survey of undergraduate college students at two universities in the United States. The Transaction Process-based Framework (eTransQual) conceptualized by Bauer et al. (2006) was adapted, and the dimensionality of e-service quality was identified. The study identified process/reliability as the most important factor influencing overall quality of booking websites.

Online Graduate Degree: Hospitality Executive Perceptions

Distance education is an option that allows managers to continue with work while completing a program of study The authors report on the establishment of a distance education graduate program and describes how participants learned of the program, what their motivations for participating were, how it impacted their jobs and personal lives, and what their initial reactions to the first courses were.

Generating an Online Bottom Line

E-commerce is an approach to achieving business goals through information technology and is quickly changing the way hospitality business is planned, monitored, and conducted. No longer do buyers and sellers need to engage in interpersonal communications for transactions to occur. The future of transaction processing, which includes cyber cash and digital checking, are directly attributable to e-commerce which provides and efficient, reliable, secure, and effective platform for conducting hospitality business on the web.