Social Media Marketing

This purpose of this research was to gain an insight into the extent of social media marketing usage by organizations in the United Arab Emirates (UAE). In-depth interviews from marketing experts were initially conducted in order to gain some insight of social media marketing. From the insights gained, a survey questionnaire was designed and issued online. One hundred and twenty respondents completed the survey. This structured questionnaire established an effective link between the research objectives and the questions asked.

The Predictive Airliner is an airline that utilizes the latest technology to deliver an exceptional personalized experience to each and every passenger it flies. Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processing, social media, streaming analytics and wearables are altering the Customer Experience (CX) landscape and airlines need to jump aboard this fast moving technology or run the risk of being left out in the cold. The Predictive Airliner reveals how these and other technologies can help shape the customer journey. The book details how the five types of analytics—descriptive, diagnostic, predictive, prescriptive, and edge analytics—affect not only the customer journey, but also just about every operational function within an airline. An IoT-connected airline can make its operations smart. Data collected at multiple company and customer touch points can be utilized to increase customer satisfaction, as well as make the airline more profitable. The book lays out a blueprint for airlines to use to build a better overall operation. By utilizing AI, machine learning, and deep learning airlines can monitor the health of their airplanes, ensure employee satisfaction, and deliver an award-winning customer experience every time. Analytical processes like decision trees, k-means clustering, logistic regression and neural networks are explained in detail, with specific use cases detailing how they are used profitably in the aviation industry. Edge analytics, sentiment analysis, clickstream analysis, and location analysis are seen through a customer intelligence lens to ensure passengers are treated in a personalized way that will not only increase loyalty but turn passengers into apostles for the airlines they chose to fly on. Connected devices can help with inventory optimization, supply chain management, labor management, waste management, as well as keep the airline’s data centers green and its energy use smart. Social media is no longer a vanity platform, but rather it is a place to both connect with current customers, as well as court new ones. It is also a powerful branding channel that can be utilized to both understand an airline’s position in the market, as well as a place to benchmark its position against competitors. The Predictive Airliner reveals how airlines can utilize this channel in a multitude of ways to connect with customers, as well as help in moments of crisis. Today, technology moves at break-neck speed and it can offer the potential of anticipatory capabilities, but it also comes with a confusing variety of technological terms--Big Data, Cognitive Computing, CX, Data Lakes, Hadoop, Kafka, Personalization, Spark, etc., etc. The Predictive Airliner will help airline executives make sense of it all, so that he or she can cut through the confusing clutter of technological jargon and understand why a Spark-based real-time stream processing data stream might be preferable to a TIBCO Streambase one, or none at all. The final chapter explains how an airline can utilize the concept of the customer journey as a roadmap to increase customer satisfaction. This book will help airline executives break through the technological clutter so that they can deliver an unrivaled customer experience to each and every passenger who steps aboard their planes.

This dissertation analyzes the postfeminist tendencies and biopolitics in contemporary media practices by considering the pop culture exemplar, the Kardashian-Jenner family.

This dissertation received First Class Honors from Trinity College Dublin.
Vanessa graduated with Distinction in B.A. English Literature and Media Studies.

This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted definition and demarcation of the term. Paradoxically, even without an accepted definition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profile mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.

The technological change that was faced in the world caused many changes for
every market. Especially the improvement of Web 2.0 created a new way of
communication which was called as Social media. Social media first accepted by
the common people, in the second step the companies start using social media for
their corporate reputation. The final step was the use of countries, the
governments, the politicians and politic institutions. These three steps caused
social media platforms to be accepted officially by the world. The politics adapted
to social media very quickly. They start using it not only for elections in their
marketing campaigns but in their common life as a communication tool. After
politics started using Facebook and Twitter which are the most popular social
media platforms in the world the communication of politicians had a turn point.
Especially in the 2010s the usage of social media had a tremendous increase around the world. The number one social media platform Facebook, increased its reach to billion, Twitter became the second most important global social media platform in the world. This paper made a descriptive research on the social media usage of Turkey and Greece with a comparison of two countries most popular Facebook and Twitter platforms. The paper will give a look to the social media term and its global usage through politicians for Facebook and Twitter in the first part. In the second part of the paper there will be a research about the most popular Facebook and Twitter accounts of Turkey and Greece. The research will include the quantitative analysis of the highest ten accounts of two countries by June 2018.
The second part of the paper which is the main part of the research made an analysis for the Greek leader Alexis Tsipras and Turkish leader Recep Tayyip Erdoğan’s way of communication on their Twitter accounts. There would be a content analysis for the two leaders Twitter accounts for May 2018 and
interpretations will be made.

Digital marketing is a subset of marketing that is used to promote a brand or product using one or more electronic technologies.  The goal is to influence target consumers in taking action.
The power of digital marketing is phenomenal.  You can reach millions of users within hours and a couple of clicks. Now that’s true power available to anyone.
Users are no longer consuming content while sitting.  They’re now doing it on the go or while multi-tasking.
Overall, we’re missing a lot of things because we are constantly staring down at our phones.  We’re being distracted with notifications and even phone batteries are having  a hard time keeping up with our usage.

Televizyon yayıncılığı günümüzde yalnızca geleneksel yöntemler aracılığıyla değil aynı zamanda dijital teknolojiler aracılığı ile de sağlanmaktadır. İnternet üzerinden yayın yapan dijital yayıncılık sistemleri çeşitlenerek dijital platformların kurulmasına öncülük etmiştir. Bu platformlar arasında dünya çapında en yaygın olanlardan birisi ise Netflix’tir. Tüm dünyada 190’dan fazla ülkede yayın yapan Netflix, girdiği her pazarda o pazara uygun pazarlama stratejileri planlamaktadır. İnternet teknolojilerinin gelişmesi ve herkes tarafından ulaşılabilir hale gelmesiyle yaygınlaşan yeni medya ortamları ve Web 2.0 ile beraber kullanıma geçen sosyal medya ağları, pazarlama kavramına yeni bir boyut getirmiştir. Günümüzde bir pazarlama yöntemi olarak kullanılan sosyal medyanın ortaya çıkışı ile beraber çeşitli amaçlara ve kitlelere yönelik sosyal medya platformları ortaya çıkmış ve bu platformlar git gide çeşitlenmiştir. Geleneksel pazarlama yöntemlerinin yanı sıra dijital pazarlama yöntemlerinin gelişmesi ile beraber ortaya çıkan dijital pazarlama ve alt türü olan sosyal medya pazarlaması, örneklem olarak seçilen Netflix Türkiye’nin oldukça yoğun kullandığı bir pazarlama stratejisi haline gelmiştir. Küresel bir dijital platform olan Netflix, girdiği Türkiye pazarında daha çok bilinmek ve yeni bir marka imajı oluşturmak için küyerel bir pazarlama stratejisi gütmüştür. Bu küyerel strateji kapsamında özellikle yerelleştirmenin kullanılması, Netflix Türkiye’nin sosyal medya hesaplarında dikkat çekmektedir. Takipçileriyle samimi ve Türk kültürünü tanıyan bir üslupla iletişime geçen Netflix Türkiye, kısa sürede büyük kitlelere ulaşmıştır. Netflix Türkiye’nin Twitter hesabının ayrıntılı bir analizinin yapıldığı bu çalışmada Netflix Türkiye’nin sosyal medya pazarlamasında kullandığı küyerel kodlar incelenmiştir. Yeni bir kültüre adaptasyon sürecinde kullanılan stratejiler arasında yerelleştirmenin etkisinin de ölçüldüğü bu çalışmada Netflix Türkiye hesabının paylaştığı Tweetler belirlenen kategoriler ve kodlar bağlamında incelenmiştir. Elde edilen verilere dair analizler çalışmanın sonuç bölümünde yer almıştır.

Anahtar Kelimeler: Sosyal medya pazarlaması, Netflix Türkiye, Dijital Platform, Yerelleştirme, Küyerel

Social media is said to have an impact on the public discourse and communication in the society. It is increasingly being used in the political context. Social networks sites such as Facebook, Twitter and other microblogging services provide an opportunity for public to give opinions about some issues of interest. Twitter is an ideal platform for users to spread not only information in general but also political opinions, whereas Facebook provides the capability for direct dialogs. A lot of studies have shown that a need exists for stakeholders to collect, monitor, analyze, summarize and visualize these social media views. Some authors have tended to categorize these comments as either positive or negative ignoring the neutral category. In this paper, we demonstrate the importance of the neutral category in the clustering of sentiments from the social media. We then demonstrate the use of fuzzy clustering for this kind of task.

Se trata, en resumen, de un libro útil, bien estructurado, claro, abierto a un amplio público, que combina conocimientos y experiencias en diversos campos y que aporta elementos contrastados y seguros al análisis del español de la publicidad y de cómo se usa para atraer a la población hispanohablante de los Estados Unidos.

“Rzeczpospolita” benefits from the economical succes in means of advertising income which is far higher than its position on reading market and the level of copy sales would imply. These two factors are the basic ones that are taken into consideration by media agencies when choosing newspapers fo advertising campaigns.
The purpose of this paper is to point that there is a certain, specific for this kind of market, rule present in the press media environment. This rule states that additional financial profits may be gained by a publisher, who has chosen product strategy (connected to editorial politics of a view-creating paper) that fulfills basic media functions but also fits into the main trend of unquestionable political and social views which makes it consistent with the main trend of views creating marketing surrounding; when the strategy does not undermine generally accepted economic views, especially free-market rules. In other words, when discrepancies between product strategy and publisher's mission and goal are not deepened. The paper relies on market analysis, it is also based on author's personal experience as Polish-wide media groups executive manager.

Strategia "Rzeczpospolitej"-w sprzecznościach misji, celów i otoczenia marketingowego " Rzeczpospolita " jest beneficjentem sukcesu ekonomicznego w postaci przychodów reklamowych o wielkości zdecydowanie większej niż wskazywałaby na to jej pozycja na rynku czytelnictwa i wielkość sprzedaży egzemplarzowej, czyli podstawowych parametrów branych pod uwagę przy wyborze gazet do kampanii reklamowych przez agencje i domy mediowe. Celem tej pracy jest wykazanie, że w prasowym środowisku medialnym obowiązuje specyficzna dla tego rynku prawidłowość, iż na dodatkowe korzyści finansowe może liczyć wydawca, który obrał taką strategię produktu (związaną z polityką redakcyjną dziennika opiniotwórczego), która wypełnia podstawowe funkcje mediów, ale musi mieścić się w głównym nurcie nie kwestionowanych poglądów społeczno – politycznych, pozostaje zatem zgodna z głównym nurtem poglądów kształtujących marketingowe otoczenie. Gdy nie podważa powszechnie akceptowanych poglądów gospodarczych, zwłaszcza zasad wolnorynkowych. Innymi słowy, gdy sprzeczności między strategią marketingowa produktu, a misją i celem wydawcy nie osiągają krytycznego poziomu charakterystycznego dla mediów reprezentujących jednoznaczne opcje polityczne. Praca została oparta na empirycznej analizie, jest też owocem własnych doświadczeń autora, jako zarządzającego ogólnopolskimi grupami medialnymi.

The main objective of this paper is to highlight the importance of social networking platforms in viral marketing and the word spoken electronically. The revolution of modern technology with social media platforms offers new opportunities for communication between consumers and marketers. Organizations need to always have a way to stay in touch with customers and achieve this through the platforms of social communication, which is still the first in the world about disseminating information and communication. Therefore, the importance of social communication platforms increased with their impact on customers through the electronic word of mouth and viral marketing. The results of this study provide insights for decision-makers, marketers, and organizations to focus on the social communication platforms and the opinions shared between consumers to stay updated for any comment. It also emphasizes the effectiveness of marketing through social networking platforms, especially if it is a...

Social Networking Sites (SNS) have changed the means and ways of communication all around the world. People are using these sites for information, relations, trade and many other ways. This research study “Influence of SNS on the acquisition of Knowledge: an analysis of Knowledge Gap Theory” primarily focuses on the use of SNS for the purpose of knowledge gain and particularly on the role of SNS in bridging the Knowledge Gap. How these sites are helpful in gaining knowledge. The study covers and discusses about the willingness to get knowledge and interest of the respondents about the useful information on SNS. The study highlights various aspects of social networking sites (SNS) that correlate with the motivation and the will of the individual to learn. Unlike the communication, social circle and interaction patterns, this study aims to define Facebook, Instagram, and Twitter etc. as means of knowledge acquisition. The study is conducted in three different cities of Pakistani Province Punjab Lahore, Sheikhupra and Narowal. People who use SNS wisely and with a purpose have a deep knowledge of what happens around. The research was carried out using primary and secondary data. After going through the previous studies and literature, questionnaire was designed and distributed among the individuals of age group 15-35. Sample size of the study is 500 respondents. Data was analyzed and interpreted on the percentage basis and the graphical presentation was also made.

The era of journalism and the participation of the readers on online media websites have changed online journalism. The research interest is now focused on removing the distinction between the publisher/entrepreneur and the journalist/user, with the ultimate goal of actively involving citizens in the journalistic process but also in the web presence of media websites. The evolution of technology, the deep media crisis and the growing dissatisfaction of the citizens, create the conditions for journalism to work with citizens, and in particular through citizen journalism and journalism crowdsourcing. This concept is a form of collective online activity in which a person or a group of people volunteer to engage in work that always involves mutual benefit to both sides. The main research question of this research concerns the analysis of the current situation regarding crowdsourcing, co-creation and UGC and the adoption of best practices such as crowdcreation, comments from the users, c...

The future of the world will drive us all to that economists’ utopia, perfect competition, as everyone will soon have access to every bit of information. This is due to the scale of social media interventions. The flip side is the inevitable practical issues with analysis of huge data and pattern. Many tools have emerged to simplify these complexities, such as sentiment analysis, ‘listening tools’ and even delivered response services on behalf of the organisation. Brands can either manage or leave things to chance. This is where social customer relationship management (CRM) comes into effect. With this as an effective strategy, brands can manage multiple interaction cycles simply, cost-effectively and in real-time, building individual relationships with millions of customers simultaneously.

Se presentan los resultados del plan de medios sociales de la Plataforma Latina de Revistas de Comunicación (PlatCom) integrada por 8 revistas académicas fundacionales y dos revistas honoríficas consorciadas. El estudio refleja la actividad desplegada en los últimos cinco años (2013-2017). El objetivo es describir la estrategia llevada a cabo en las redes sociales para difundir los artículos académicos y las actividades de PlatCom, así como cuantificar y valorar la interactividad generada y su contribución en los procesos de visibilidad científica. La singularidad de la incitativa reside en la gestión de carácter conjunto y mancomunado realizada para varias revistas de forma simultánea. Se realiza un estudio exploratorio descriptivo comparativo e interanual. El procedimiento consideró la recopilación anual de datos cuantitativos sobre las mismas variables para habilitar la comparación y facilitar la identificación de tendencias o posibles mejoras a realizar.  Para ello, se utilizaron los datos extraídos mediante Google Analytics en los medios propios de PlatCom: el blog, dos redes sociales de carácter generalista (Facebook y Twitter) y dos redes sociales de ámbito académico (Academia.edu y Mendeley). En este periodo, las redes sociales y el blog fueron gestionadas a diario por una profesional especialista en Social Media. Las variables consideradas han sido: las visualizaciones o visitas, las descargas y el número de seguidores.  La conclusión principal del estudio revela que las redes sociales y el blog son muy útiles a la hora de difundir los artículos académicos. Academia.edu obtiene los mejores resultados como red social para artículos académicos. Facebook y Twitter exigen un tipo de comunicación más distendida en el diseño de los mensajes. Como acción futura se sugiere incorporar Social Ads como herramienta de segmentación precisa para llegar al público objetivo que nosotros deseamos y estudiar la relación entre métricas alternativas y citación del artículo.

This study determined the factors that influence the application of social media to teaching-learning process; investigated applicable choice of social media relevant in the teaching-learning process and; determined the impact of social media on students' language learning. Descriptive survey research design was employed. The population consist all Basics 6-9 school pupils in Osun State, Nigeria. Multistage sampling procedure was adopted. 670 pupils were sampled using stratified sampling procedure. A selfdeveloped instrument titled 'Social Media Teach (SMT)' with reliability coefficient of 0.762 was used to collect data. Pearson correlation and simple percentages were used in analysis. The study found the factors influencing application of social media to teaching-learning process include ease of access to learning materials (77.5%); freedom of expression (62.5%); increase interaction (language use) between peers (60%) and; improving pupils' language skills (55%). The factors accentuated that social media has a place in language education. Study also found some social media applications appealing to learners in language education in the study area to include Google+, YouTube, WhatsApp, Facebook, Instagram and Twitter. The study further revealed positive relationship between the integration of social media into language education and performances in school (r = 0.245, p ˂ 0.05). Study concludes that the integration of social media in language education will improve language skills, expressions and school performance at basic schools.

Pricing content defines a major challenge for tomorrow's Internet, since existing models appear to be unworkable yielding very poor results. However, the provider of content, commercial ones as well as private persons, show in a commercialized world of interactive trade the clear need for content charging systems, which in particular are demanding for electronic content. Those systems generally are beyond the pure technical scope of a system and they go beyond the economic point of view as well. Only an ...

Establishing and developing relationships with customers is an important and inseparable part of marketing management. This effort should be relevant to the target group of customers, and it should be interesting in order to get the appropriate customer response. This paper presents a case study based on the principles of content analysis, pointing to a specific example of an unconventional approach to building customer relationships which is based on the personification of a product – chocolate biscuit called Fidorka, produced by company Mondelez International. The case study analyses a marketing communication campaign in an online environment, specifically by means of a special microsite and profiles on Facebook, YouTube and Instagram.

A relação íntima entre a mídia, a cultura e a sociedade, representadas de maneira crítica em uma narrativa de ficção, que pinta uma caricatura/exageração dos tempos atuais. O presente ensaio tem a intenção de analisar a representação da dinâmica entre a sociedade do espetáculo e a midiatização da vida contemporânea, que é a essência na narrativa da série de TV britânica Black Mirror, a partir das teorias sobre a Disneylândia de Baudrillard e a Dessequestração e a de Thompson, que identificam a mídia como forma de interação dentro de um campo temporal, no terreno da ação humana, dando a devida importância às dimensões social e simbólica destes processos.

The delinquency in hotels is well known both to the professionals of the sector as well as to the clients. The specificity of hotel accommodation as an area of “hospitality” and discretion, providing distinctive tranquility and security prevents disclosure of delinquency cases that occur in them. Despite the discretion which the handling of these cases entails, their existence is undeniable. This survey, conducted for the first time in Greece, aims at exploring the extent and forms of delinquency in the Greek hotel industry, by recording and classifying phenomena of delinquent behavior and how hotel managers are dealing with them. The survey was conducted on the basis of a structured questionnaire that was distributed to directors and managers of hotel businesses. Due to the expected reserves to make public these incidents, the sample was a “convenience sample” and was combined with personal interviews with hotel directors. The questions posed were related to the manifestation of de...

Internet and social media has almost become part of our daily lives. Social media tools like Social Media was originally designed for people to share their thoughts and views about different topics with other members, and also share content, links, photos and videos etc. Social media also influences people's buying behaviours. People are apt to share their shopping experiences with others through social media tools, particularly if they are not satisfied with the product. Most consumers trust the opinion of friends and strangers more than official advertising. So marketing strategies has started to look for ways to encourage positive news to spread about a brand online. The concept of Social Media is top of the agenda for many business executives today. Businesses are realizing that social media sites are invaluable for serving current customers and attracting new ones. Our study consists of two main parts: In the first part, in the light of literature, The concept, social media...

Este livro é destinado a estudantes, pesquisadores, profissionais e demais interessados em comércio eletrônico (e-commerce), e faz um resgate histórico do surgimento das compras on-line, sua evolução no decorrer dos anos, além de explanar sobre as vantagens e as desvantagens de se utilizar as ferramentas e os recursos do ambiente virtual. Um dos principais objetivos do autor é apresentar como se relacionam alguns aspectos que, via de regra, estão presentes em tal ambiente, como a privacidade, a segurança, a qualidade das informações, a confiança, a propaganda boca a boca eletrônica e a intenção de recompra. Trata-se de uma leitura envolvente, ilustrada com diversas evidências empíricas nacionais e internacionais, complementada por uma ampla pesquisa realizada entre consumidores brasileiros que costumam realizar compras no formato on-line.

Since the creation of the world wide web, media marketing has been transformed. Information is no longer available to specific agents but rather has become available to everyone and marketers have been successful at attaining a global audience. Although more consumers can be reached, gaining their attention has been challenging (Besana et.al, 2018)., The traditional way of mass communication has evaporated. Individuals are more lenient toward using the social web. News, photos, videos and personal life events are being shared on social media such as Facebook, twitter, Pinterest and Instagram. 80 per cent of Americans under the age of 24 possess a Facebook account which is utilized at least once a day making it by far the largest social media organization in contemporary times (Schaefer, 2018).

This text aims to present the general characteristics of the Internet and social media in Poland and Germany, taking into account the group of young consumers. Background to this
observation are the characteristic of young consumers, in particular their role in the market.
The purpose of the authors is also to show the role played by the Internet and social media in the market of young consumers.

This program includes a strategy that will let you know how you can use social media to grow your online presence. You will find out the technique of making high-quality social media posts via it.

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El aumento de la cifra de personas que sufren de obesidad o sobrepeso ha hecho que la mayoría de los gobiernos pongan en marcha acciones para concienciar a la población de los peligros que conlleva. Entre estas acciones destaca la obligatoriedad o recomendación de incluir etiquetas nutricionales en los productos que adviertan de altos contenidos en sal, grasa o azúcar, entre otros. Dentro de dichas etiquetas está el denominado “semáforo alimenticio” que ya es utilizado en el Reino Unido desde 2004 y en Ecuador desde 2014, y que es el objeto de análisis del presente trabajo. Mediante una revisión bibliográfica, se pretende explicar qué variables influyen en la percepción que tienen los consumidores del semáforo alimenticio en su decisión de compra

Background Patients with type 1 and type 2 diabetes often find it difficult to control their blood glucose level on a daily basis because of distance or physical incapacity. With the increase in Internet-enabled smartphone use, this problem can be resolved by adopting a mobile diabetes monitoring system. Most existing studies have focused on patients' usability perceptions, whereas little attention has been paid to physicians' intentions to adopt this technology. Objective The aim of the study was to evaluate the perceptions and user ...

Abstract
This article is dedicated to the main powerful  instrument of marketing – Social media, which altered the environment of marketing, customer’s habits and preferences. The growth of knowledge and experience gave customers more capability and  power in the  market. This article is  based  on more than  50 modern  publications, websites and blogs. It particularly reviews    conceptual aspects of social media marketing and influence marketing. Several surveys have been conducted in Georgia about social media marketing. Unfortunately, scientific work  on influencer marketing is almost nonexistent.
The work refers  to the  different    steps  of the development of digital marketing, the forms and  modern  methods of social media and influencer marketing. Both of them impact customer’s behavior, their  attitude  towards  different brands and facilitate    decision-making process of  purchasing.    According to the literature, the  main  differences between social media marketing and influencer marketing are the following: social media marketing concentrates on the rise of popularity of specific brands, while influencer marketing plays its role to influence potential buyers to purchase their product.    Influencer marketing  positioning      brands on social media platform giants like Facebook, Instagram, YouTube, Twitter and etc. The ability of customers to reach the fitting content makes them more mobilized during the decision-making process. Unlike traditional marketing, influencer marketing helps customers make faster and more accurate decisions towards brands and their products.
Influencer marketing promotes social advantages and the importance of trust in customers. A lot of researchers think that Influencer  marketing has a big potential. It is possible that we witness the substantial increase of influence followers in the near future which will guarantee their financial stability. There is also an idea which promotes the usage of artificial intelligence algorithms and beforehand written texts by companies will be the things of past. Social media is a very important source of communication and marketing. It is always transforming with the ongoing innovations and certainly  it is very difficult to predict the future of this field. 
In the current  years, the  influencer marketing  has  been  used in many industries, such as  design, fashion industry, tourism and medicine. Influencer  content  is significant  and  valuable for attracting    tourists  in the country.  Influencer`s    impact  is  high  in the  buying decision processes of      destination places, hotel services, air tickets  and tourist agencies. The role of influencer marketing is increasing daily for building effective marketing strategy.
  Influencers in Georgia are mostly limited to conducting trainings, master classes and writing blogs. There are certain individuals, who aim to inspire a mass brand following, however their income is quite low. How the customers perceive influencer marketing and how correctly and purposefully the latter is used to disseminate information requires further research.
This article  is the first try to create a conceptual analysis of influencer marketing in Georgia.  We think that without methodological and theoretical aspects the research won’t be successful and productive.  Considering the importance of this issue, it is necessary to conduct comprehensive  research, which should be accessible  for marketers working in both practical and academic fields.. 
Key words: Social media, Social media marketing, Influencer marketing , Purchasing decision, Followers of  the brand

This article shows how the presence of an election campaign affects the way in which the main political leaders of 18 countries communicate on Facebook. Findings indicate the presence of robust qualitative and quantitative differences between campaign and peace-time periods. More specifically, this comparative analysis points out that election campaigns have a positive effect on the frequency with which political leaders update their Facebook pages and on the personalization of political communication, while a negative effect is associated with the publication of posts about policy issues and with a negative rhetorical strategy. No effect has been discovered concerning the privatization of political communication on Facebook. Finally, independent t-test analyses and bivariate correlations denote a generalized process of homogenization, whereby there is no single main impulse which governs the different communicative choices taken by political leaders on Facebook as an Election Day approaches.

Within the UK service sector social media marketing is one of the fastest growing forms of online marketing, yet recent research has shown that hotels have been slow to implement these networks into their overall marketing strategies, therefore failing to capitalize on customer relationship management opportunities emerging through these networks. This study aims to explore how four and five star UK hotels have implemented social media networks into their marketing strategies. Further, hotel guests' reasons to use social media and expectations on hotels regarding their social media pages are presented and analyzed. To conduct this research, 32 interviews were held with 14 hotel social media managers, 2 hotel PR (Public Relations) agencies and 16 hotel guests using social media pages. The research has shown that UK luxury hotels have created social media strategies and are aware of its advantages and disadvantages. Further, the research revealed that there are differences between hotel guests' expectations and hotels strategies on social media networks.

This research looks into the factors affecting the tracking strategies of e-commerce websites. Each of these factors is analyzed into a deeper view with every factor being sought to reveal its relevance to the topic of study. The factors that have been taken into consideration as having affected the tracking strategies of e-commerce websites include: conversion rate, cost per visitor, order conversion rate, buyer conversion rate, product conversion rate and shopping cart abandonment rate. The research further looks at what other authors have researched and concluded about the factors examined as having an effect on tracking strategies of e-commerce websites. The research elaborates how these factors have influenced website tracking strategies according to different authors, researchers and corporations. Data analyzed in the research was collected using the Likert scale and was analyzed using the AMOS analysis method. All measures were based on items in existing instruments and literature. The researcher used 5 point Likert-Scales where 1 represents "strongly disagree" and 5, "strongly agree." The method is confirmed empirically using confirmatory factor analysis. The research ends with a conclusive summary of the finding of the research on the empirical study of tracking strategies of e-commerce websites.

There exists substantial research on social media marketing (SMM) in the United States and other developed countries. Studies of SMM in emerging economies, such as the eleven Global Growth Generator (3G) economies, are rare. This study seeks to discover and characterize the use of social media marketing channels in the Republic of Mongolia, an emerging economy, transitioning from socialism and at the earliest stages of marketing development. The study is limited to twenty companies listed on the Mongolia stock exchange. These companies are categorized by whether they are involved in social media marketing based on direct or indirect presence on Facebook, YouTube, or Twitter with supporting quantitative data on activity levels. Also, specific content is examined descriptively in order to characterize the primarily functions of social media marketing in this special environment.

Facebook provides a convenient platform to satisfy the social needs of individuals in the virtual world. It can be quite handy for e-marketing companies to advertise their products by creating online referrals; a job that was previously done through bulk emails. E-marketing in multicultural context is a very complicated process as the recipients may misinterpret messages depending on his/her cultural characteristics. Hence it is a bit tricky to choose ideal marketing strategies and techniques in order to enhance message diffusion. The current study is designed and executed to identify and explain the relationship between the effect of cultural factors of Facebook users and their referral behaviour

摘要 社群網站已成為現代人溝通連絡的主要管道之一。其中又以 2004 年創立的 Facebook 使用率最高。由於大量的用戶及快速的消息傳播速度，企業開始透 過設立 Facebook 粉絲專頁來建立與顧客之間的關係。博物館雖屬非營利組 織，但為了與日漸多樣化的休閒機構競爭，行銷成為經營重點，因此紛紛架 設起專屬的 Facebook 粉絲專頁，並藉此進行網路社群媒體行銷。本研究藉 由個案研究法，線上觀察世界四大博物館-紐約大都會藝術博物館、羅浮宮 博物館、大英博物館、國立故宮博物院的 Facebook 粉絲專頁經營模式，分 析比較各個博物館的粉絲專頁內容，評估其是否符合過去文獻所整理的 Facebook 成功經營要素，並採用粉絲數及談論率做為衡量指標評估營運績 效。研究結果發現各博物館發文內容多與博物館展覽和館藏文物相關，且喜 歡採用文字搭配圖片方式發文。以營運績效而言，紐約大都會藝術博物館 Facebook 粉絲數量最多，但國立故宮博物院粉絲專頁的討論率最高，與粉絲 互動較佳。同時，本研究亦發現四大博物館目前 Facebook 粉絲專頁的粉絲 雖持續增加中，不過談論率相當低，顯示在經營績效並不佳，仍有許多改善 空間。最後根據研究發現，本研究建議博物館可建立展覽、社群媒體、網站 之間的互相連結，達到行銷工具間的綜效。此外，在粉絲專頁的經營上，博 物館可依粉絲的需求將內容差異化，並提供具互動性的話題、活動、優惠、 遊戲、意見回覆等，以強化博物館與粉絲及粉絲間的互動，因而提昇粉絲的 忠誠度，最終達到推廣的目的。 Abstract This study aims to analyze the marketing performance of Facebook fan pages of museums. Four world famous museums, including the Metropolitan Museum of Art in New York, the British Museum, the Musée du Louvre and the National Palace Museum, are chosen as subjects of case studies. By observing and analyzing the contents of each museum fan page and evaluating its performance