Papers by Ana Kazaishvili
Lecture notes in networks and systems, 2021
Development of the technology has its impact on every aspect of human life. 21st century being ca... more Development of the technology has its impact on every aspect of human life. 21st century being called the “Information Era” underlines the importance of the technology and online communicational channels. As stated by Trique et al. (2018) after emerging the smartphones a lot of other technological things have moved to the shade of the history [1]. Mobile devices being easily accessible and usable makes learning process more interesting and desirable. Besides, internet marketing and online communicational channels being developed continuously have been supporting and motivating people interested in professional development. The world now is digital. Digital transformation created monumental opportunities for all businesses globally. Digital world, becoming faster and easier, gives society numerous possibilities to benefit from it. Using digital online communicational channels increase brand’s online visibility. Social media marketing channels such as: Facebook, Instagram and LinkedIn assist companies to reach their potential customers. Being active on social media increases customer engagement, build and maintain strong relationship toward customers. There are various organic and paid online channels that stimulate customer involvement in the offered campaigns. Demand on M-learning has been dramatically increased under conditions of the world lockdown caused by the novel coronavirus. Furthermore, so-called “network society” and organizations have identified the significance of M-learning, that was less demanding previously. The current article tried to investigate, how have the online communicational channels stimulated M-learning during world pandemic COVID-19.
International Journal of Management, Knowledge and Learning, Jun 20, 2022
Communicative behaviour as a state of relationship which influences bilateral feelings, needs, an... more Communicative behaviour as a state of relationship which influences bilateral feelings, needs, and thoughts for more unambiguous and open communication (Ivanov & Werner, 2010) can affect the brand image. Correspondingly, communication from the side of the universities toward students through social media has a significant role. Facebook is a powerful communicational channel. It effectively and efficiently took control of the business sector, advertising sector, and, furthermore, educational realm. As a result, it has an enduring influence on how people communicate, and as time passes, it becomes an essential part of their lives. The article presents the behaviours of Georgian higher educational institutions on social media, especially on Facebook, and the attitude of the existing or potential students towards the communicative behaviour of HEIs. The findings show what kind of influence communication on Facebook has on customer perception and, correspondingly, brand image. Study design/methodology/approach: Considering the sensitivity and nature of the research, two types of studies were selected. Observing the behaviour of the universities directly on their Facebook pages was chosen as the leading type of the research since the content, as well as their responsiveness and engagement in further communication, is clearly visible visually. In addition, we have decided to listen to the customers themselves. Because of this reason, focus groups of existing and potential students were selected to talk about their expectations and the reality in terms of communicative behaviour of the universities. Findings: The results of observation and focus group research showed the lack and lapses of communicative behaviour of Georgian universities on social media, specifically on Facebook. The most crucial ones were the following: delays in distributing valuable information, content not so significant and exciting for students, indirect answers to student queries, or ignoring it altogether. Originality/value: Branding has become crucial for universities for different reasons, considering the globalizing landscape. Not only to attract potential students but also to retain the existing ones and be exceptional, they have to follow modern trends. As one of the most significant for branding, communication, direct or indirect, deserves more attention. The value of the current research is showing the expectations of the existing and potential customers and presents the gaps between "what is done" and "what should be done."
International Journal of Management, Knowledge and Learning
Purpose: Communicative behaviour as a state of relationship which influences bilateral feelings, ... more Purpose: Communicative behaviour as a state of relationship which influences bilateral feelings, needs, and thoughts for more unambiguous and open communication (Ivanov & Werner, 2010) can affect the brand image. Correspondingly, communication from the side of the universities toward students through social media has a significant role. Facebook is a powerful communicational channel. It effectively and efficiently took control of the business sector, advertising sector, and furthermore, educational realm. It has an enduring influence on the way how people communicate, and as time passes, it becomes an essential part of their lives. The article presents the behaviours of Georgian higher educational institutions in social media, especially on Facebook, and the attitude of the existing or potential students towards communicative behaviour of HEIs. The findings show what kind of influence does communication in Facebook has on customer perception and correspondingly brand image. Study de...
Lecture Notes in Networks and Systems, 2021
Development of the technology has its impact on every aspect of human life. 21st century being ca... more Development of the technology has its impact on every aspect of human life. 21st century being called the “Information Era” underlines the importance of the technology and online communicational channels. As stated by Trique et al. (2018) after emerging the smartphones a lot of other technological things have moved to the shade of the history [1]. Mobile devices being easily accessible and usable makes learning process more interesting and desirable. Besides, internet marketing and online communicational channels being developed continuously have been supporting and motivating people interested in professional development. The world now is digital. Digital transformation created monumental opportunities for all businesses globally. Digital world, becoming faster and easier, gives society numerous possibilities to benefit from it. Using digital online communicational channels increase brand’s online visibility. Social media marketing channels such as: Facebook, Instagram and LinkedIn assist companies to reach their potential customers. Being active on social media increases customer engagement, build and maintain strong relationship toward customers. There are various organic and paid online channels that stimulate customer involvement in the offered campaigns. Demand on M-learning has been dramatically increased under conditions of the world lockdown caused by the novel coronavirus. Furthermore, so-called “network society” and organizations have identified the significance of M-learning, that was less demanding previously. The current article tried to investigate, how have the online communicational channels stimulated M-learning during world pandemic COVID-19.
Agile Management and VUCA-RR: Opportunities and Threats in Industry 4.0 towards Society 5.0
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Papers by Ana Kazaishvili