Social Media Marketing

Bu kitap, sağlık yönetimi, hastane pazarlaması ve teknolojideki en güncel trendleri pratiğe dönüştürme deneyimlerimi, stratejik öngörülerimi ve uygulamaya hazır çözümlerimi sizlerle buluşturuyor.
Amacı, okuyuculara sadece bilgi sunmak değil; aynı zamanda sektörde fark yaratacak vizyon ve yöntemler kazandırmak.

Modern enterprise management increasingly relies on new technologies, which have become the foundation of organizational functioning in the era of Industry 4.0. One of the key solutions is the use of data collected from social media and its advanced analysis within Big Data Analytics environments. These technologies, developed and refined for over two decades, increasingly shape business strategies and management models, compelling executives to adapt flexibly to rapid digital transformations. This article analyzes the potential of integrating social media and Big Data Analytics into human resource management in enterprises operating on the Polish market, highlighting their significance in both internal and external communication. Particular emphasis is placed on the impact of these technologies on improving human resource processes, supporting leadership, implementing development strategies, building organizational reputation and brand image, as well as their role in restructuring, crisis management, and competition analysis. The findings demonstrate that integrating digital tools with management practices enhances decision-making efficiency, fosters innovation, and strengthens enterprise competitiveness.

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This study explored social media monetization policy in Nigeria as a potential avenue for a new social contract as a digital economy development indicator and entrepreneurship sustainability. By examining existing monetization policy, regulatory challenges, and the socioeconomic implications for digital content creators

Purpose of the article To recognize the increasing role of social media marketing for new firms, the purpose of this research is to investigate the impact of social media marketing capabilities on new firm performance. The emergence of social media has significantly changed the tools and strategies for communicating with customers (Mangold & Faulds, 2009) and enabled customers to interact with their business counterparts (Berthon et al., 2012; Hanna et al., 2011). Social media marketing capabilities are therefore defined as firm’s competences to use social media in order to support marketing functions and to achieve competitive advantage against other firms. According to Kaplan and Haenlein (2010), social media enable firms to engage in contact with end customers at lower costs and higher efficiency compared to traditional media, which allows supposing that social media marketing capabilities are extremely important for new firms with limited resources. Methodology/methods The multi...

During the past decade, there have been significant changes in general communication, in which the Internet as a medium took over primacy of conventional media. Commercialization of the Internet as well as the development of the global economy contributed to the creation of a new concept in business. The integration of a large number of information systems and networks has led to the globalization of business through a computer network. This expanded the concept of a market as such, whereby market transactions can be carried out regardless of where the entities are located and regardless of the time in which the individual actions take place. By using multimedia content, hypertext and real-time interaction with users, the Internet has positioned itself as a superior marketing communication platform, which uses all the good sides of conventional media, but in a better way. This is especially true for export-oriented companies whose in-performance is more determined by adopting global...

In social media, marketers attempt to influence consumers by using directive language, that is, expressions designed to get consumers to take action. While the literature has shown that directive messages in advertising have mixed results for recipients, we know little about the effects of directive brand language on consumers who see brands interacting with other consumers in social media conversations. On the basis of a field study and three online experiments, this study shows that directive language in brand conversation has a detrimental downstream effect on engagement of consumers who observe such exchanges. Specifically, in line with Goffman's facework theory, because a brand that encourages consumers to react could be perceived as face-threatening, consumers who see a brand interacting with others in a directive way may feel vicarious embarrassment and engage less (compared with a conversation without directive language). In addition, we find that when the conversation is nonproduct-centered (vs. product-centered), consumers expect more freedom, as in mundane conversations, even for others; therefore, directive language has a stronger negative effect. However, in this context, the strength of the brand relationship mitigates this effect. Thus, this study contributes to the literature on directive language and brand-consumer interactions by highlighting the importance of context in interactive communication, with direct relevance for social media and brand management.

Background and Aims: Epidemiological transition in the form of noncommunicable diseases (NCDs) now becoming the main cause of mortality and morbidity is very much evident even in developing countries like India. Alcohol is an important risk factor for NCD. The use of alcohol is increasing especially in young people and women. This increased use can be attributed to aggressive and innovative marketing by alcohol, in spite of and due to restrictions on its marketing. Social media, in recent times, has been misused by alcohol companies for marketing their products legally, due to legal loophole. The present study examined the reach of alcohol companies on social media and the marketing strategies used by them. Design, Settings, Participants: Facebook, Twitter and YouTube were explored for accounts and content by alcohol companies for marketing their product. Policies of social media sites pertaining to alcohol marketing were also studied. Measurements: Alcohol marketing was measured in terms of content posted by alcohol companies, use of direct or surrogate advertisement and engagement with users. Findings: Alcohol companies have been conveniently using social media to target young urban population with direct and surrogate advertisements of their products. Current social media policies and laws are ineffective in controlling it. Conclusions: Amendment of laws pertaining to alcohol marketing to include social media also in its ambit is necessary. Social media sites should revise their policies to prevent alcohol marketing and promotion especially to underaged users.

This study analyses the impact of social media marketing activities (SMMAs) on customer behaviour in German tax advisory firms. The SO -R model is used to examine the influence of four SMMA dimensions-customization, entertainment, interaction, and trendiness-on perceived value (PV) and the resulting behavioural intentions (purchase intention, willingness to pay a premium, e-WoM). Following an online survey in January 2025 with 390 valid participants, the model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that social media marketing activities do not directly influence user behaviour. Instead, PV acts as the main mediator: as the perceived usefulness of the content increases, the purchase intention, willingness to pay, and willingness to recommend increase. Customisation and interaction have a positive influence on PV, while trendiness and e-WoM are less important. The significant explanatory power of the model (R² for PV = 0.649) confirms the importance of customised, interactive content for the digital communication of tax firms. The study offers both theoretical and practical insights. It adds a knowledge-based service to SMMA research and provides clear recommendations for the strategic use of social media in tax consulting. It also provides evidence of a suppression effect, where the positive influence of PV offsets negative immediate effects. Research shows that strategically important and benefit-focused content is crucial for the success of social media marketing in tax consultancy. The key conclusion is that social media, when used to deliver credible, user-centered value, becomes a powerful tool for trust-building, differentiation, and strategic client development in professional service firms.

The accelerating trend of social media usage has allowed users to gain knowledge about the tourism experiences of other people through reactive and proactive interactions. The primary aim of this study is to identify whether social media is playing a constructive role in increasing the development and productivity of the tourism business. The research also evaluates the effects and advantages of earned media marketing tools over social media advertisements shared by tourism companies in the process of deciding about tourism packages. This research consists of a quantitative approach. A random sampling method has been adopted by researchers to disseminate closed-ended questionnaires and a total of 206 responses were collected. After applying the reliability test through SPSS, data were examined through ANOVA and Tukey's HSD testing. Results determined that people are more eager towards seeing and gaining public opinion than the promotions and advertisements shared on social media by tourism companies. They especially consider the experiences and viewpoints of their close relations like relatives, friends, and colleagues as well as Vloggers and social media influencers while deciding to visit a tourist spot. Because of the findings, it can be recommended that tourism companies should focus more on earned media marketing tools than traditional advertising techniques while designing their marketing strategies.

This research aimed to assess how quality control measures impact customer satisfaction at
Country Coatings. The objectives included investigating the effects of process
standardization on repeat purchases, determining the effects of employee induction on
referrals, and evaluating the effects of continuous improvement initiatives on customer
feedback. The study began with a comprehensive literature review to understand the nature,
characteristics, and applications of each variable under consideration. During the literature
review, the term ‘quality control’ was defined through encompassing its components such as
process standardization, employee induction, and continuous improvement. Similarly, the
concept of customer satisfaction was expounded upon, detailing its elements including repeat
purchasing, referrals, and customer feedback. A quantitative research approach was adopted,
utilizing closed-ended questionnaires distributed among 294 customers selected through
stratified random sampling. Rigorous attention was given to ensuring reliability, validity, and
ethical considerations throughout the study. Results indicated a positive correlation between
quality control measures on customer satisfaction. Descriptive statistical methods like
frequencies, percentages, and means were employed to analyze the collected data. The
findings emphasized the importance of standardized processes, employee training, and
ongoing improvement efforts in meeting customer needs and fostering satisfaction. The
concluding chapter summarized the key findings, drew conclusions, and provided
recommendations for future research endeavors

of the university, prior to purchasing and customizing them for the university environment. By having the ability to implement several software solutions, a university could position itself to be a leader in the education industry in relation to how communication is handled, not only between different departments/divisions, but also to students and getting them more involved with what is happening in the academic community.

Social networks have proven to be very convenient and effective medium for the spreading of marketing messages, advertising, branding and promotion of products and services. Social networks offer companies, nonprofit organizations, political parties etc. sending certain messages for free. In addition, they allow companies access to a wide range of characteristics of their users. Developing appropriate, the winning strategy for marketing in social media is a comprehensive, time-intensive process therefore it is important to know to manage their content. Social networks transform certain classical approaches to marketing. They provide creative and relatively easy way to increase public awareness of the company and its products, and facilitate obtaining feedback and decision making. These are sources of different information about users and groups that they've joined. The success itself of marketing performance on a social network depends on the readiness and training of organizati...

Berkembangnya informasi dan teknologi di tengah masyarakat Indonesia menjadikan terjadinya perubahan pola perilaku konsumsi terhadap informasi, perubahan itu terlihat dengan beralihnya budaya seperti membaca informasi di koran menjadi membaca informasi melalui koran elektronik atau dengan mengakses sebuah situs berita yang selalu menghadirkan berita terkini. Hal tersebut mempunyai dampak kepada perusahaan, yaitu perusahaan mulai memamfaatkan kehadiran dunia internet atau digital untuk melakukan perdagangan elektronik ataupun kegiatan perusahaan seperti pemasaran. Salah satu kegiatan pemasaran dengan melalui internet adalah dengan penggunaan media sosial seperti Twitter. Penelitian ini bertujuan untuk mengetahui pengaruh media sosial dengan dimensi social presence, media richness, self presentation dan self disclosure terhadap customer loyalty. Penelitian ini menggunakan sampel sebanyak 100 responden dan pengumpulan data menggunakan metode kuesioner. Jenis penelitian ini adalah deskr...

This handbook is for university students following the courses 'Doing
Business' and ‘The generation of business ideas and the acquisition of
patents'.
It is like an 'OPEN BOOK', i.e. it is updated regularly, and new chapters
are added.
The purpose of the book is to provide learners with the opportunity to
study the typical issues of small and medium business and
innovative start-ups and their socio-economic implications in a simple
and straightforward way. Therefore, complex and redundant language
was avoided to help the reader an easier understanding of business
economics topics. Of course, each topic in this textbook must be
expanded upon by the lecturer during class, just as any student can
delve into the several topics of business economics by reading the many
books available in public and private libraries and on academic websites. 
This handbook is aimed at the study of entrepreneurship issues.
Students study the features of business, how to develop a business idea,
planning and business management.
The book is composed of four sections each for distinct stages of learning
business economics in relation to doing business.
Part, one deals with fundamental topic about enterprise and
entrepreneur, business models, innovation and an introduction to
Possibilist Method using for business creation.
Part two deals business idea and business creation (generation of
business idea, market, marketing, business plan, canvas) 
Part three is an introduction to business strategy and business
management.
Part four covers some useful activities for starting your new business
(Crowdfunding, Patent – with special paragraphs on Crowdfunding and
Patenting in Kazakhstan).

The aim of this study was to find typology of fashion-related mobile applications through exploratory investigation and to investigate differences in Korea and U.S. App stores. And then, through the qualitative evaluation about fashion mobile applications, this study proposes fashion mobile application's design and contents which can be preferred by users. By conducting keyword search in each store, 122 Korean applications and 150 US applications were analyzed. Empirical findings revealed that there were seven major types of fashion mobile applications: brand, magazine, information, SNS, game, shopping and coordination. Information type applications took up the largest portion, and SNS and game type applications showed higher ranking among customers. There were more game Apps in US and more shopping Apps in Korean stores. More free Apps were found in Korean App stores, whereas relatively more paid Apps were found in US App stores especially in game, magazine and information type applications. And as a result of usability evaluation of fashion mobile application, users prefer SNS and information category application to shopping and brand category. Also users want continuous improvement and new contents for fashion mobile application.

Studies in the field of psychology and neuroscience show that the stories affect consumers' perception of the brand and its commitment to the brand. Brands are considered as a sum of the anticipations, memories, and stories about a certain company, product or service in the minds of consumers. In this sense, stories are considered as one of the most important means of establishing an emotional connection between brands and consumers. Sports clubs also use story and storytelling elements when communicating with their supporters. In this study, Turkey's four major sports clubs, Beşiktaş JK, Fenerbahçe SK, Galatasaray SK and Trabzonspor's official web pages were viewed by using the core story model of Fog et al. Accordingly, there are four basic elements that form the basis of the story. These four elements are defined as "messages, conflicts, characters and event patterns". The questions we tried to answer are; how storytelling is used in these pages, what kinds of stories are used and how storytelling is used while communicating with supporters. .

Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of soc...

This presentation is a beginner-friendly guide to Digital Marketing. It explains what digital marketing is, why it is important, and how students can start learning today. Inside you will find key topics like SEO, Social Media Marketing, PPC, Content Marketing, and more.

Metaphorised politics-Politicised metaphor. The paper deals with political discourse and metaphors used in it. Political discourse, its definition and its analysis has been the centre of interest of linguists and researchers for decades. Language used in political discourse can be sometimes very vivid and interwoven with a number of items of figurative language. This paper concentrates on metaphors and conceptual metaphors in chosen political speeches of Slovak presidents. An analysis of their annual reports on the state of the country reveals some commonly used metaphors.

Este estudo se propôs a investigar o processo de construção de marcas sólidas criadas e desenvolvidas no Brasil e comercializadas por empresas de controle acionário brasileiro. O objetivo geral foi ampliar o conhecimento sobre os fatores de marketing voltados para a construção de marcas sólidas. Conduziu-se uma pesquisa exploratória, de caráter qualitativo, por meio do estudo dos casos de construção das marcas Gol, O Boticário e DPaschoal. Seguiu-se a lógica da replicação literal. Cada caso particular consistiu em um estudo completo, cujas conclusões foram comparadas para que se indicasse a extensão da lógica da replicação. Concluiu-se que a adoção do conjunto de todos os fatores de marketing foi o que ajudou as três marcas estudadas a se construir e a se tornar tão sólidas quanto são atualmente. Com base nas conclusões e levandose em consideração as limitações do método da pesquisa, foram efetuadas recomendações sobre procedimentos e ações para a construção de marcas sólidas no Brasil.

Social Media-Algorithms play a key role in the design of digital creator visibility, commitment, and monetarization options. This study examines how the algorithm structure of platforms such as Instagram, YouTube and Tiktok affects the marketing outcomes of content makers in Tamil Nadu. In the latest literature, research shows how personalization, attention economics, and algorithmic bias can change scope and consumer behavior. Influencer-driven marketing strategies and content optimization emerge as crucial mediators between creators and their digital markets. The study further emphasizes the role of AI-powered tools such as predictive analytics and sentiment analysis in enhancing engagement and campaign effectiveness. Empirical

The social media has become an integral part of our lives with the introduction of 3G, 4G technology in Pakistan it has become possible for people to stay connected from anywhere any time. The purpose of this study is to find out that if any relationship between social media marketing and consumer buying behavior exist if their existence affected each other in any significant way. For this purpose an online survey was conducted and 100 people responded who were active users of social media in the region of Peshawar an unstructured/ structured questionnaire was designed to collect information from the respondents. The research findings and results confirms that there is a positive relationship between social media marketing and consumer buying behavior as well as that social media can be used as an effective marketing tool in region of Peshawar.

The rapid growth of e-commerce and digital marketing is reshaping traditional supply chain models, prompting shifts in distribution network design, fulfillment strategies, and logistics cost structures. While previous studies have explored digital transformation in isolation, there is limited quantitative evidence on how these changes jointly influence operational performance and cost trade-offs. This study examines the quantitative impact of e-commerce growth and marketing investment on supply chain configuration, fulfillment practices, and key logistics performance metrics, with a focus on identifying causal relationships and moderating factors. A panel dataset of 15 firms was analysed, incorporating firm-year observations of e-commerce sales share, digital marketing spends, campaign frequency, distribution centre density, micro-fulfillment adoption, order cycle time, OTIF (on-time, in-full) performance, last-mile cost share, and transportation cost per unit. Descriptive statistics, Pearson correlations, and panel regression models with mediators (digital integration) and moderators (product volumetrics) were employed to identify direct and indirect effects. Higher e-commerce sales share significantly increased DC density (β = 0.008, p < 0.001) and micro-fulfillment adoption (β = 1.12, p < 0.001), while reducing order cycle time (β = –0.045, p < 0.001). Marketing spend improved OTIF (β = 0.12, p < 0.05) and shortened order cycles. However, e-commerce share was associated with higher last-mile cost share (β = 0.18, p < 0.001) and transportation cost per unit (β = 0.045, p < 0.001). Digital integration consistently enhanced network and performance outcomes, while product volumetrics amplified transportation cost effects. E-commerce and marketing-driven growth are catalysts for structural supply chain transformation, delivering faster fulfillment and higher service levels but increasing last-mile and transport costs. Digital integration mitigates some cost pressures, while product characteristics shape cost impacts. Strategic alignment between marketing and operations is essential for sustainable competitive advantage in the digital commerce era.

Son yıllarda, doğal ve insan kaynaklı afetler, büyük can ve mal kaybına neden olarak, afetlere yönelik hazırlık ve müdahale stratejilerinin önemini bir kez daha gözler önüne sermiştir. Özellikle kasırgalar, depremler, yangınlar ve tsunamiler gibi afetler, toplumların fiziksel, zihinsel ve psikolojik sağlıkları üzerinde kalıcı etkiler bırakmaktadır. Afetler sırasında doğru ve zamanında bilgi paylaşımı, halkın krizle başa çıkma sürecinde hayati bir rol oynamaktadır. Medyanın, özellikle televizyon ve internetin, afet sırasında bilgi kaynağı olarak ne kadar etkili olduğu, halkın afetlere yönelik bilinçli ve hazırlıklı olmasını sağlamaktadır. Ancak, yapılan araştırmalar, afet iletişiminin genellikle eksik veya yetersiz bilgi sunarak halkın doğru tepkiyi vermesini engellediğini göstermektedir. Bu nedenle, afet iletişimi stratejilerinin daha etkin bir şekilde geliştirilmesi, halk sağlığı ve afet yönetimi için temel bir ihtiyaçtır. Özellikle depremler gibi hızlı gelişen afetlerde, medyanın ve diğer iletişim araçlarının etkin kullanımı, halkın güvenliğe ulaşmasını, doğru bilgi edinmesini ve psikolojik olarak bu tür krizlere karşı dirençli hale gelmesini sağlayabilir (Tanner, 2009: 743-744). Çünkü afet iletişimi, toplumsal dayanıklılığın artırılmasında ve halkın doğru bilgiye ulaşmasında kritik bir rol oynar. Etkili bir iletişim stratejisi, kriz anlarında halkın doğru kararlar almasını sağlayarak, afetin etkilerini azaltmaya yardımcı olabilir.

A. Pendahuluan Dewasa ini, perkembangan informasi semakin cepat layaknya udara yang kita hirup tiap detik. Informasi pun semakin beragam bila ditinjau dari segi media, isi, dan cakupannya. Dalam hal ini, pentingnya sumber daya manusia yaitu pustakawan yang akan menggerakkan roda dan mengembangkan perpustakaan agar berperan serta secara optimal 1. Kata pustakawan berasal dari kata &quot;pustaka&quot;, sehingga penambahan kata &quot;wan&quot; diartikan sebagai orang yang pekerjaannya atau profesinya terkait erat dengan dunia pustaka atau bahan pustaka. Dalam bahasa Inggris pustakawan disebut &quot;librarian&quot;. Kemudian istilah pustakawan berkembang lagi yaitu sama-sama mengelola informasi diantaranya pakar informasi, pakar dokumentasi, pialang informasi, manager pengetahuan, dan sebagainya 2. Dalam UU Nomor 43 Tahun 2007 dalam pasal 1 ayat 8 dikatakan bahwa pustakawan adalah seseorang yang memiliki kompetensi yang diperoleh melalui pendidikan dan/atau pelatihan kepustakawanan sert...

The hospital industry with a variety of increasingly strict government rules and increasing hospital choices creates tough competition. The purpose of this study is to find out how is the implementation of social media marketing in the hospital industry?. In private hospitals, a good marketing strategy is needed to continue to increase public trust. In the era of marketing 5.0 (technology with humanity) requires hospitals to continue to innovate in terms of services and technology. Social media marketing is one way to image the hospital in the eyes of the public. Marketing using social media has low capital and is easy to do. Delta Surya Hospital is one of the type C private hospitals in Sidoarjo that has applied the principles of social media marketing. The data was taken in November 2022 by analyzing the hospital's social media, namely Instagram, YouTube, and TikTok. The results of the data were compared with similar journals that already existed.

This study aims to explore the effectiveness of TikTok as a platform in digital marketing strategies through a qualitative literature review approach. Along with the rapid development of digital technology, TikTok has emerged as one of the most dynamic and influential social media, particularly among Generation Z and millennials. This study involved 15 scientific journal articles published between 2018 and 2024 that discussed TikTok marketing strategies, their impact on brand awareness, consumer engagement, and their influence on purchase decisions. The findings reveal five main themes: (1) TikTok's ability to increase brand visibility through viral short video content, (2) effective engagement strategies through storytelling, humor, and interaction, (3) the influence of user and influencer content on purchase intent, (4) the emotional role of micro-influencers in building trust, and (5) challenges in content consistency, reliance on algorithms, and ROI measurement. The study highlights TikTok's uniqueness in combining entertainment and commerce, making it a powerful tool in modern marketing strategies. These findings also support theories such as Customer Engagement Theory and the Elaboration Likelihood Model. This study provides important insights for business people, marketers, and researchers in utilizing TikTok effectively in the era of competitive digital marketing.

Objective
Over the past decades, the widespread adoption of the Internet has led to continuous growth in online shopping platforms, while exposing customers to extensive choices across diverse product categories. Consequently, consumers increasingly rely on online reviews as an accessible and credible source of real-world information to support their purchase decisions. To address key research gaps in understanding the communicative patterns of online customer reviews, this study adopts a comprehensive mixed-methods approach conducted in two phases. In the first phase, we identify the rhetorical strategies (moves) used in the most helpful consumer reviews on DigiKala, Iran’s leading e-commerce platform. In the second phase, we examine potential differences in these rhetorical strategies between search goods and experience goods through a comparative analysis across product categories.
Methodology
To address the stated research objectives, we conducted a detailed Genre Analysis using a Top-down Move Analysis Approach grounded in this study. Data were collected using purposive non-probability sampling from the best-selling products on DigiKala between October 23 and November 21, 2022. The statistical population included all customer reviews associated with these products. The Statistical Sample consisted of reviews from 37 of the best-selling products that had received 20 or more likes. In total, 414 customer reviews were subjected to qualitative coding and analyzed using MAXQDA version 2020 software. In the second phase of the study, all selected products were classified as either search or experience goods. To explore structural differences in rhetorical strategies, move frequencies were compared across these categories. Frequency variations were analyzed using SPSS 26 through Chi-square Tests of Independence.

The influence of social media marketing on consumer purchasing decisions within the e-commerce sector in Ahmedabad is examined in this study. Utilizing a survey-based approach, data were collected from 223 respondents and analyzed using descriptive statistics, Chi-Square tests, and ANOVA to assess the relationship between social media platforms, demographic factors, and their impact on purchasing behavior. The findings reveal that Instagram and Facebook are the most influential platforms, significantly affecting consumer purchasing decisions. Additionally, demographic factors such as age, gender, and income level play a crucial role in the effectiveness of social media marketing. Younger consumers, females, and higher-income individuals are more likely to be influenced by social media marketing. These insights suggest that e-commerce businesses in Ahmedabad should tailor their social media marketing strategies to target specific platforms and demographic segments to enhance engagement and conversion rates.

This work examines sexual behavioural change and the likely predisposing factors in the era of HIV/AIDS among young adults in Uganda and South Africa. It explores the potential role of young adults' self-perceived risk of HIV infection in sexual behavioural decisions regarding adoption of safe sex practices, in particular ' use of condoms' and 'limiting number of sexual partners '. This work further recognises that Uganda and South Africa are countries with social, cultural, economic, and political contexts, which contexts have been described by many as inextricably linked with sexual behaviour, and which often determine the choices young adults make regarding sexual activity. These are therefore examined. In order to achieve this, a rigorous examination and young females adults were selected in Uganda and South Africa respectively leading to a total sample size of 7,688. Findings showed that self-perceived risk of HIV/AIDS was one of the factors that did impact on sexual behaviour. This was more prominent in Uganda and less so in South Africa. Other factors found to affect sexual behaviour included age of respondent, socio-cultural and to a small extent, socio-economic factors. The conclusion that can be drawn from this work shows clearly that self-perceived risk of HIV/AIDS is an important factor determining sexual behaviour, but also shows that some societal variables are important. Therefore, in the face of HIV/AIDS and with increased levels of number of people experiencing deaths due to AIDS, selfperceived risk of HIV/AIDS is a factor worth considering when looking at sexual behaviour. As part of the recommendations, education programmes yet to be formulated should take into account the effect of HIV and AIDS on sexual behavioural change. The topic of HIV (Human Immunodeficiency Virus) and AIDS (Acquired Immunodeficiency Syndrome) has of recent years evoked considerable concern. In fact, in many quarters, it is viewed with alarm. This uneasiness and concern is almost universal and is shared by Uganda,' and South Africa.' With it also goes almost a universal agreement that something ought to be done, that .all possible measures 11i1' should be taken to prevent it. However, when it comes to action, there is enormous and very often fundamental divergence of view.' FOCUS This work alms to' examme sexual behavioural decisions among young adults in Uganda and South Africa in the era of HIV and AIDS. It pursues a path towards exploring the potential role of young adults' self-perceived risk of HIV infection in sexual behavioural decisions regarding adoption of safe sex practices, in particular 'use of condoms ,* and 'limiting number of sexual partners '. This work further recognises that Uganda and South Africa are countries with social, cultural, economic, and political contexts, which contexts have been described by many as inextricably linked with sexual behaviour, and which often determine the choices young adults make regarding sexual activity." An examination of these factors is additionally

This thesis aims to explore the most effective digital marketing strategies for enhancing
brand awareness among small and medium-sized enterprises (SMEs). In today's digital age, digital marketing plays a crucial role in helping SMEs compete in the marketplace and
establish their reputation. However, limited resources and a lack of research on specific
digital marketing strategies hinder SMEs from effectively improving their brand awareness. This study seeks to bridge this research gap by identifying the most effective digital
marketing strategies that can be utilized by SMEs to enhance brand awareness. The research questions address the identification of effective digital marketing strategies for
SMEs and their variations across different industries and target audiences. Furthermore, the
study explores the potential challenges and limitations faced by SMEs when implementing
these strategies. By addressing these questions, the research provides actionable insights to
SMEs, enabling them to tailor their digital marketing efforts to specific industries and target
audiences and overcome potential obstacles. This study contributes to the existing literature by offering practical recommendations for
SMEs to enhance their brand awareness. It is significant for practitioners, policy makers, and
scholars interested in understanding the effectiveness of digital marketing strategies in SMEs. The scope of the study is limited to SMEs operating in the New York City, New York Area, United States, and it focuses on key digital marketing strategies such as search engine
optimization, influencer marketing, email marketing, social media marketing, and content
marketing. The findings of this study can assist SMEs in developing more effective digital marketing
strategies, improving their brand awareness, and competing more effectively in the market. Additionally, policy makers and scholars can benefit from the insights provided to further
explore the effectiveness of digital marketing strategies in SMEs and identify areas for future
research.

For the economic enhancement of any country small and medium enterprises considered as a main contributors. Nowadays social media become a new tool for communication, interaction not only for the peoples but for the businesses as well. This research shows the effect of social media networking sites on small businesses in and social media penetration in India. Now the companies take the social media as a marketing tool to reach the target customer and in India Social media is flourishing at very rapidly. People are related on a worldwide scale and usually contribute in each other's lives with the online system. For example "Liking" a product on Facebook can reach virally very quickly in the whole web social media channels. It is not very usual that people rely on the opinions of their acquaintance far more than a glossy magazine advertisement. Many people think products and services directly via social media channels using video through YouTube, which numerous cases is then spread and information is taken via many other social media websites. However, on the basis of review of literature its find there is a positive impact of social media networking sites on small business entrepreneurs and they are self motivated to use this platform.

Being a fast growing industry and inexhaustible industry potentials, it has several positive sides like income generation, foreign exchange, employment opportunity. Among the different facets of tourism, spiritual tourism is one of the chief modes for attracting a large numbers of tourists. The state of Assam has numerous temples and other religious institutions. The capital city of Guwahati itself is a hub of many temples. Though it seems like religious yet it has different social positive effects in the form of spiritual tourism. Here an attempt has been made in this paper to bring into light the potentiality of spiritual tourism in near future and the other associated benefits that the locale can get out of it. Attempt has also been made to trace out the drawbacks of the temples and to overcome those.

Di era digital saat ini, media sosial tidak hanya berfungsi sebagai sarana komunikasi, tetapi juga menjadi alat strategis dalam dunia bisnis. Social Media Marketing (SMM) adalah upaya pemasaran yang dilakukan melalui berbagai platform media sosial untuk meningkatkan kesadaran merek, menjangkau audiens lebih luas, membangun hubungan dengan pelanggan, serta mendorong penjualan. Pengertian Social Media Marketing Social Media Marketing adalah strategi pemasaran yang memanfaatkan platform media sosial seperti Facebook, Instagram, TikTok, Twitter (X), LinkedIn, dan YouTube untuk mempromosikan produk, layanan, maupun brand. Melalui konten yang menarik dan interaktif, perusahaan dapat menciptakan komunikasi dua arah dengan konsumen. Kelebihan Social Media Marketing-Biaya relatif lebih rendah dibandingkan media konvensional.-Jangkauan audiens sangat luas dan global.-Dapat berinteraksi langsung dengan konsumen.-Proses evaluasi mudah melalui data analitik. Tantangan Social Media Marketing-Persaingan sangat ketat.-Perubahan algoritma platform yang cepat.-Konten harus selalu kreatif dan relevan.-Risiko reputasi jika terjadi komentar negatif atau krisis. Kesimpulan Social Media Marketing merupakan salah satu strategi paling efektif dalam era digital. Dengan perencanaan yang tepat, konten yang menarik, serta evaluasi berkelanjutan, bisnis dapat meningkatkan brand awareness, loyalitas pelanggan, dan penjualan.

This paper aims to incorporate dark branding into the dark marketing spectrum. The study's research question is: How do fake reviews in news media and the recency of non-existent hospitality establishment reviews influence the behavioural intentions of the viewer? The findings
of a qualitative study on the place of interest, namely, a (non-existent) restaurant with fake reviews in news stories, were used as a background analysis. A purposive sampling technique and thematic analysis approach were adopted. Dark branding is conceptualised as a form of branding involving questionable ethical practices such as fake online reviews and forms a basis for consumer activism within the dark marketing spectrum

Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of soc...

Marketing is the most essential part of a business. Marketing does not only look at unique products, low and attractive prices, and product availability for consumers. In the current era, one marketing activity is utilizing social media such as TikTok. In 2020 the use of TikTok reached 625 million. In Indonesia, TikTok users reached approximately 30 million users. On the platform, there is a link feature to e-commerce sites on user profiles; therefore, TikTok is a free service with exciting content as a promotional medium in sales. This research aims to find out marketing activities on TikTok media in increasing sales. This study used primary data by distributing questionnaires to online sellers to obtain data from sellers who use the media, with a sample of 35 respondents. The analysis used Simple Regression to test the influence on variables to provide recommendations that TikTok media is very influential in attracting consumers.

Teknolojik yeniliklerin artması, internetin günlük hayatta kullanılması gibi gelişmelerle birlikte finansal kuruluşmüşterilerine sunulmak üzere teknolojik uygulamalar geliştirilmektedir. Bu uygulamaları ifade etmek üzere 'finans' ve 'teknoloji' kelimelerinden 'Fintek' kelimesi türetilmiştir. Finteklerin önemli bir hedef müşteri kitlesi Z Kuşağıdır. Z Kuşağı, 1997 -2012 yılları arasında doğan, bireysel, sorgulayıcı, internet üzerinden sosyalleşen, bilgiye çabuk ulaşması nedeniyle kolay sıkılan, antiotoriter kişilerdir. Z Kuşağını, Fintekleri kullanmaya motive eden faktörlerin tespit edilmesi, onlara yönelik pazarlama çalışmalarının başarısına katkı verebilecektir. Bu çalışmada, algılanan kullanışlılık, sosyal etkileşim, algılanan risk, gerekli altyapı ve test edebilme Z Kuşağını Fintekleri kullanmaya motive eden faktörler olarak tespit edilmiştir.

The crisis in the media industry has led some journalists to explore professional alternatives on platforms like Patreon, Ghost, Medium, and Substack-best known for their newsletter services and member-based paid subscriptions. These platforms operate independently of social media, allowing writers to build and maintain their own communities. This article explores a contemporary model of online literary mediation through a qualitative case study that combines cultural studies approaches with in-depth interviews. Focusing on a platform called Substack, the research analyzes how cultural content-particularly book recommendations and cultural commentary-is produced by journalists and writers. Despite the increasing presence of such content in mass media, this phenomenon remains underexplored in the academic literature. This study addresses that gap by examining the practices of cultural journalists in Spain on Substack.

Marketing personalization has been famed as a transformative force in consumer engagement, largely seen with the recent inclusion of artificial intelligence (AI). With the companies wanting to create tighter bonds with their target consumers, AI solutions have exposed possibilities of creating more engaging, specific, and timely messages to the audiences. In this abstract, the multidisciplinary study of the consumer engagement framework is discussed with regards to the AI-based persona-driven marketing personalization, discovering that this paradigm can open new frontiers for customer engagement evolution and business triumph. Pivotal to this endeavor is the capacity of AI systems to mine deep and wide to identify patterns relevant to CONSUMERS in ways that would help marketers to shape the messages, products and interfaces employed from those that are most relevant to their consumers' wants and behaviors. This can be achieved by integrating machine learning algorithms and natural language into the system and interpreting complex data patterns of the customers.

Sports events are some of the significant sources of entertainmentoften delivering its viewers an intensely thrilling and emotional excitement. Millions of fans worldwide unite to watch some of the greatest sports events like the world cup, the Olympics, the world-seriesengaging fans, and even people who do not regularly play sports alike. Marketers realize the kind of attention that sports events receive and have been advertising their products and creating campaigns to raise awareness for a very long time. Millions of dollars are spent by brands on advertising and sports marketing initiatives. With the rapid change in technology and digitalization, sports marketing has grown over the past few decades. The availability of many Digital media apps has made it easy for people to hear or learn about something they are interested in, effortlessly. News articles, live scores, sports event updates, and other content-centered articles are easily available and brought to us to our hand-held mobile phones, tablets, etc. This thesis aims to observe various strategies and methodologies implemented by the Major Sports organizations to draw in the attention of the audience belonging to different groups and interests. Digital aspects being the primary area of focus including the use of social media trends, endorsements with famous athletes in campaigns, and its impact on driving fans' attention and other growing sectors of sports marketing and entrepreneurship. The study revolves around the advancement of marketing techniques from traditional to modern and digital techniques over the years, taking into account on how Wimbledon's traditional image has been radically transformed into a global brand, gaining a lot of attention on social media. Followed by a detailed Literature review, which explains the current marketing/advertising strategies and some of the factors that influence marketing. The development of the Internet has brought upon a new marketing model by changing the way people are connected. The purpose of this research is to distinguish how Sports events have shifted their focus towards digital marketingprimarily observing Wimbledon's innovative shifts to the media landscape. The theoretical part of this thesis explains how Social media can be a potential medium for reaching out to a large global audience and some of the key factors that can impact a brand's visual identity over IV DECLARATION Name: Bhavya Velagapudi

The study determined the utilization of social media technologies in poultry products marketing for sustainable income generation in Akwa Ibom State. A descriptive survey design was adopted for the study. Three research questions and three null hypotheses were raised and formulated to guide the study respectively. The population of the study comprised of about 1530 registered poultry farmers both male and female out of which 348 was sampled using randomized sampling techniques to form the sample size for the study. The researcher developed an instrument titled "Information and

Social media has become a dominant force in modern political mobilization, transforming the way individuals and groups engage in political activities. This systematic review explores the role of social media platforms in facilitating political mobilization, highlighting their impact on information dissemination, grassroots organizing, public opinion formation, and the challenges they pose, such as misinformation and government surveillance. The review draws on key case studies, including the Arab Spring, the movement, and the 2020 around the world protests, to analyze the ways in which social media has been instrumental in advancing political causes. It also examines the limitations of social media in political mobilization, including issues of slacktivism and the difficulty in converting online engagement into tangible political change. Additionally, the review explores the risks associated with the use of social media for political activism, such as digital surveillance, censorship, and the spread of misinformation. The review concludes by advocating for a more nuanced understanding of social media's role in political movements and suggests further research into the strategies needed to maximize its benefits while mitigating its risks. This review contributes to the growing body of literature on digital activism and highlights the complex and multifaceted nature of social media's impact on contemporary political movements.

This study aims to identify the impact of social marketing on the sustainable development goals at the University of Mosul. The study consists of two main variables: the independent variable, which includes social marketing, and the four dimensions: social product, social price, social promotion, and social distribution. The dependent variable represents the sustainable development goals, whose dimensions consist of: Goal 1: No Poverty, Goal 2: Zero Hunger, Goal 3: Good Health, and Goal 4: Quality Education. This research paper highlight on social marketing as a modern trend in business organizations linked to sustainable development goals, which has led many companies to adopt the philosophy of sustainable development as a development model for managing their businesses, the results of the finding notified the existence of a significant relationship between of the Social Marketing and Sustainable Development Goals in Mosul University. To achieve the objectives of the study, the main results of the research paper, we note that the value of the regression coefficients for the dimensions of the independent variable social marketing with its dimensions (product, pricing, promotion, distribution) respectively, as the significance is less than (0.05), except the pricing dimension, which has a statistically insignificant significance, as its significance reached (0.066). From another hand, questionnaire forms were distributed to (384) individuals from the students at the University of Mosul, including 184 Paper Questionnaire and (200) Electronic form for hard-to-reach colleges (geographically distant) and all forms were retrieved as the number of forms valid for analysis was 384 by a 100% percentage, in addition to the challenges of cost, time, and effort. The sample size was 384 in various faculties, with 17 faculties. The number of students at the university was 51253 for the academic year 2023-2024. On the other hand, the data was analyzed using the statistical package SPSS Version 25. The research reached a set of recommendations, the most important of which were: Benefiting from successful international experiences in major countries and working to implement them on the ground in developing countries to motivate governments to achieve the sustainable development goals in all areas, thus ensuring the achievement of

Previous studies rarely focused on exploring the factors that influence Pakistani customers towards purchase decisions through digital marketing. This research will explore the factors that influence customer purchase decision in the Pakistan consumer market through digital marketing with the help of thematic analysis. This research will significantly drive implications for marketers over customer purchase decision and also helps the policymakers to identify the key factors for their specific products. The explored factors will also indicate customers' behavioural approach of purchasing through digital marketing platforms. A qualitative research strategy has been embraced to lead this research exploration. Semi-structured interviews were conducted and thematic analysis was applied as a tool for this research after transcribing the interview data through NVivo QSR version 10. The themes are comprised of factors obtained during data analysis. The topics comprise Customer impulsivity is increased by digital marketing, price affects customers' buying decisions, the main variables influencing a customer's buying intention are social, psychological, personal, and cultural. Even though social impact influences decision-making in digital marketing, few studies have considered social influence in decision support systems since, until recently, social interaction data was not properly collected in digital marketing databases. Despite this, the clientele for digital marketing is gradually shifting from a transactional to a relationship-based culture.