Prospects for Using Marketing Technologies in Phygitalization of Library Services. Part 2 DOI Open Access
Andrey I. Kapterev

Proceedings of SPSTL SB RAS, Journal Year: 2024, Volume and Issue: 4, P. 93 - 102

Published: Nov. 21, 2024

The purpose of the work: In previous article on this topic, we considered such areas digital marketing in library user services: a) search engine optimization (SEO); b) engagement marketing; c) advertising social networks. article, will analyze: thematic and behavioral advertising; retargeting; banner, text video d) email e) influence f) mobile marketing. research applies following methods: content analysis, conceptual modeling, comparative problematization. Conclusions: Because fact that use has not yet become norm most libraries only its individual elements are used, systematic approach to application, structuring goals, methods means, distribution duties responsibilities among employees direction need. Accordingly, at present stage formation society, a analysis different usage described directions as an important component phygitalization services is necessary.

Language: Английский

Who wants to be a YouTuber? Personality traits predict the desire to become a social media influencer DOI
Michał Misiak, Arkadiusz Urbanek, Tomasz Frąckowiak

et al.

Telematics and Informatics, Journal Year: 2025, Volume and Issue: unknown, P. 102248 - 102248

Published: Feb. 1, 2025

Language: Английский

Citations

0
Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era DOI

Mingchao Li,

Ruchun Deng,

Gong Bin

et al.

Journal of the Knowledge Economy, Journal Year: 2024, Volume and Issue: unknown

Published: June 20, 2024

Language: Английский

Citations

3
Navigating the Social Media Maze DOI
Surjit Singha

Advances in media, entertainment and the arts (AMEA) book series, Journal Year: 2024, Volume and Issue: unknown, P. 84 - 106

Published: June 28, 2024

Integrating digital marketing and social media is crucial for organizations to navigate the ever-changing global environment. Amidst polarization, fragmentation, convergence, marketers can utilize media's potential foster connections, increase brand recognition, involve communities. Attainment requires manoeuvring through environment, adjusting shifting consumer preferences imbibing novel ideas. Methods encompass data analytics obtain valuable insights, develop engaging content experiences, emphasize genuineness adaptability. Anticipating forthcoming developments adopting strategies will be essential optimizing influence of efforts. In our interconnected world, presents various opportunities challenges that necessitate a strategic, audience-focused, data-driven approach achieve success.

Language: Английский

Citations

0
HR's Role in Developing Incentive Programs for Micro Influencers in Social Media Marketing DOI Creative Commons

Nadhila Adelfrini Mansyur

Journal of Social Commerce, Journal Year: 2024, Volume and Issue: 4(2), P. 80 - 98

Published: Aug. 29, 2024

The purpose of this research is to analyse the dynamic position Human Resources (HR) in designing and implementing incentives for micro influencers fashion, technology, Fast Moving Consumer Goods (FMCG) sector. Drawing on a phenomenological paradigm, study aims at understanding how HR departments companies associated with digital marketing are responding fluctuating demands field and, therefore, original versatile incentive systems that appeal self-motivational factors. studies show simple structures mainly monetary based incapable encouraging sustained participation. However, using organization specific professional development opportunities, brand management, public recognition crucial. In same respect, also reveals role important influencer where it involves working closely department ensure practices line rest organization. Additionally, implications cover issues related formalization relationships, which may indeed be challenging when gaining necessary degree control proper management influencer’s work, while time remaining consistent creative freedom required content. Hence, adds existing literature subject economy as provides best practice guidelines managers can help organizations navigate through ethical cultural aspects collaboration.

Language: Английский

Citations

0
Exploring Tomorrow DOI

Sreethi Rebeka R.,

Rejoice Thomas

Advances in human and social aspects of technology book series, Journal Year: 2024, Volume and Issue: unknown, P. 333 - 358

Published: Sept. 27, 2024

This chapter explores the future of virtual communities and social media platforms, probing into emerging trends, technological innovations, societal shifts. It examines evolution AR VR experiences, role AI in personalization content curation, emergence decentralized blockchain-based networks. envisions a where foster inclusivity, trust, empowerment by addressing cross-cultural communication, language barriers, global collaboration. By navigating ethical considerations embracing diversity, these digital landscapes offer transformative connectivity, innovation, cultural exchange opportunities.

Language: Английский

Citations

0
Expanding knowledge on emotional dynamics and viewer engagement: The role of travel influencers on youtube DOI Creative Commons
Jinyoung Jinnie Yoo, Heejin Kim,

Sungchul Choi

et al.

Journal of Innovation & Knowledge, Journal Year: 2024, Volume and Issue: 9(4), P. 100616 - 100616

Published: Oct. 1, 2024

Language: Английский

Citations

0
Micro-Influencer Marketing: The Impact of Teen Viewers’ Skepticism on Brand Attitudes and Purchase Intentions DOI

Sweta Chaturvedi Thota,

Soumya Pandey,

Amulya Thota

et al.

Journal of Global Marketing, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 17

Published: Dec. 28, 2024

This article investigates how micro-influencer marketing (IM) affects teens. Through two experiments, we examine the effects of number likes, smiles as a facial expression, and perceptions product effectiveness on attitudes in teen viewers. Study 1 results demonstrate that brand promotion through testimonials is effective convincing even though viewers perceive micro-influencers are paid for post. 2 shows skepticism completely mediates treatment 1. Overall, from studies shed light key insights have been unexplored by previous research. Our present clear managerial implications offer rich agenda future research this topic.

Language: Английский

Citations

0
Продвижение через микросообщества: трансформация маркетинга в эпоху персонализации DOI
А.Б. Скуратов

Russian Economic Bulletin, Journal Year: 2024, Volume and Issue: 7(6), P. 48 - 53

Published: Dec. 23, 2024

исследование посвящено изучению роли микросообществ в решении маркетинговых и коммуникационных задач современного бизнеса. В работе используются данные из различных источников, включая научные публикации, отчеты исследовательских компаний, материалы отраслевых ассоциаций статистику. Проведен анализ для выявления ключевых тенденций закономерностей. На основе результатов исследования сформулированы выводы. статье рассматривается роль как эффективного инструмента маркетинга при продвижении брендов. Исследование подчеркивает значимость узконаправленных сообществ с высокой степенью вовлеченности доверия, которые создают благоприятную среду брендов, ориентированных на персонализированный подход. Приводится успешных кейсов, международных (Glossier Lego), так российских (СберМаркет (ныне Купер) Черноголовка), продемонстрировали, что взаимодействие нишевыми группами потребителей способствует усилению лояльности эмоциональной привязанности к бренду. Также обсуждаются направления дальнейших исследований, такие долгосрочная устойчивость эффекта, подходящие метрики оценки успеха, этические аспекты взаимодействия сообществами, учет культурных различий интеграция традиционными маркетинговыми кампаниями. Статья подчеркивает, дальнейшее изучение этих аспектов важно разработки стратегий продвижения брендов через микросообщества. the study focuses on examining role of niche communities in addressing marketing and communication challenges modern business. It utilizes data from diverse sources, including academic publications, reports research agencies, industry associations, statistical datasets. The analysis identifies key trends patterns, practical conclusions recommendations are formulated based findings. article examines as an effective tool for brand promotion. highlights importance highly engaged, trusted groups that create a favorable environment brands adopting personalized approach. analyzes successful cases international Lego) well Russian (SberMarket (Kuper) Chernogolovka), demonstrating engaging with targeted consumer fosters loyalty emotional attachment. also discusses areas further research, long-term sustainability engagement, suitable metrics measuring success, ethical considerations community interactions, cultural differences, integration traditional campaigns. Emphasis is placed exploring these aspects to develop promotion strategies through communities.

Language: Русский

Citations

0
Prospects for Using Marketing Technologies in Phygitalization of Library Services. Part 2 DOI Open Access
Andrey I. Kapterev

Proceedings of SPSTL SB RAS, Journal Year: 2024, Volume and Issue: 4, P. 93 - 102

Published: Nov. 21, 2024

The purpose of the work: In previous article on this topic, we considered such areas digital marketing in library user services: a) search engine optimization (SEO); b) engagement marketing; c) advertising social networks. article, will analyze: thematic and behavioral advertising; retargeting; banner, text video d) email e) influence f) mobile marketing. research applies following methods: content analysis, conceptual modeling, comparative problematization. Conclusions: Because fact that use has not yet become norm most libraries only its individual elements are used, systematic approach to application, structuring goals, methods means, distribution duties responsibilities among employees direction need. Accordingly, at present stage formation society, a analysis different usage described directions as an important component phygitalization services is necessary.

Language: Английский

Citations

0