Creation of Social Media Content and the Business Dialogic Process

Mazza, Barbara; Palermo, A.

doi:10.1007/978-3-319-91860-0_22

Cited by 4 publications

(7 citation statements)

References 35 publications

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“…According to Boyd & Ellison (2007), social media was created initially to connect friends, but has since grown into a global phenomenon since the creation of Facebook in 2008, as cited in Kraus et al (2019). Moreover, according to Mazza & Palermo (2018), Facebook is used as a communication medium by billions of people worldwide, so businesses should leverage it for marketing and consumer engagement.…”

Section: Social Mediamentioning

confidence: 99%

Social Media Content Creation: A Study of SMEs in Malaysia

Ghapar¹,

Shamsudin²,

Ngah³

et al. 2023

IJARBSS

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In recent years, social media has taken the world by storm in the digital society. Initially, social media was created to eliminate the barriers of time difference and physical distance between individuals. Taking advantage of the situation, especially with the recent COVID-19 pandemic where the physical world was suddenly halted and everything goes online, organisations perceived an opening to exploit the benefits of social media for the advantage of their online businesses. Unfortunately, many Malaysian SMEs (small and medium-sized enterprises) still lack in awareness of the advantages to be gained from social media adoption and engagement. Given the growing significance of social media in contemporary marketing tactics, it is essential for SMEs to comprehend how to produce compelling content that appeals to their target market. The study intends to investigate the kinds of material Malaysian SMEs should produce for social media, the methods they employ to produce and disseminate information, and the difficulties they encounter along the way. In-depth interviews with SME owners and managers will be used to gather data through qualitative study, and non-probability sampling which is snowball sampling will be used to gather participants. Therefore, this concept paper seeks to comprehend what constitutes good content for social media and how social media content creation impacts a firm's overall performance.

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Section: Social Mediamentioning

confidence: 99%

Social Media Content Creation: A Study of SMEs in Malaysia

Ghapar¹,

Shamsudin²,

Ngah³

et al. 2023

IJARBSS

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“…The authors summarise that the implementation of digital strategy and SM use can help companies reduce costs, improve communication, and increase collaboration skills. The success of increasing performance in social networks is highly influenced by the digitising abilities of employees and their digital experiences (Lombardo et al, 2021;Mazza & Palermo, 2018). Harsch & Festing (2020) claim that implementing SM use in company strategy can help organisational agility and better business performance.…”

Section: Social Media and Business Performancementioning

confidence: 99%

The impact of social media use on the internationalisation of SMEs

Virglerová¹,

Kramoliš²,

Capolupo³

2022

Economics &Amp; Sociology

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Social media (SM) are one of the marketing tools growing in importance with increasing digitalisation. Companies use marketing to increase interest in their services or reach new customers. Therefore, SM can help companies access a new international market. The aim of this paper is to determine the impact of SM as a marketing strategy tool to gain a new market in the process of internationalisation of SMEs in the countries of Visegrad Four. The paper also evaluates differences in SM approaches according to the selected factors. To obtain relevant data, Tomas Bata University in Zlín organised empirical research in 2019-2020. The online form of the questionnaire was distributed among randomly selected SMEs. In total, 1,585 managers’ responses were analysed. The t-test was performed to compare means and the chi-square test was used to assess differences between variables. Data analysis was performed with SPSS 23 software. A statistically significant difference was found in the perception of the impact of SM on business performance. No statistically significant differences were shown in the case of SM use and the relation to internationalisation.

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“…Los nuevos medios compartidos de comunicación, como las redes sociales, requieren que las universidades consideren dos aspectos: establecer metas claras que se desean alcanzar y diseñar de qué manera se van a lograr con la participación de los públicos, internos y externos (Mazza y Palermo, 2019). Como explica Opresnik (2018), la participación de las marcas en el entorno digital requiere el diseño de una metodología SMART que involucre a toda la organización: los objetivos que se desean alcanzar deben ser específicos (Specific), cuantificables (Measurable), acorde a los objetivos de la organización (Achievable), realistas en base a los recursos (Realistic) y estructurados en un marco de tiempo realizable (Time).…”

Section: Las Organizaciones En Redes Sociales: El Reto De Las Universunclassified

“…En suma, los usuarios esperan recibir contenidos que les aporten valor. Las temáticas y preferencias dependerán de múltiples factores relacionados con los intereses del usuario y el tipo de contenido que los usuarios comparten en determinada red (Mazza y Palermo, 2019).…”

Section: Branded Content En Redes Socialesunclassified

“…Los usos de las redes sociales para la gestión de la comunicación de las organizaciones han ido en aumento, debido a que generan una mayor cercanía con sus públicos de interés de modo global, rápido, directo y a un menor coste. Según Mazza y Palermo (2019), en la actualidad, alrededor del 84% de las organizaciones utilizan las redes sociales para comunicarse con sus stakeholders.…”

Section: Introductionunclassified

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Comunicación corporativa y branded content en Facebook: un estudio de las cuentas oficiales de las universidades peruanas

Atarama-Rojas

Vega-Foelsche

2020

RCom

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Esta investigación explora el uso de Facebook como un canal de comunicación corporativa de las universidades peruanas y persigue el objetivo de reconocer cuáles son los elementos comunicativos que generan mayor interacción. Para alcanzar este objetivo, se realiza un análisis de contenido que permite detectar las acciones comunicativas, los formatos, las temáticas y los vínculos emocionales que propician una mayor participación de los públicos en esta red social. Además, se complementa esta metodología con un análisis cualitativo de las publicaciones más relevantes. Los resultados de la investigación muestran que los contenidos más valorados por el público son aquellos que buscan educar e inspirar, a través de formatos audiovisuales, con los resultados de investigación e innovación científica, apelando a un sentimiento de orgullo de la comunidad.

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Creation of Social Media Content and the Business Dialogic Process

Cited by 4 publications

References 35 publications

Social Media Content Creation: A Study of SMEs in Malaysia

Social Media Content Creation: A Study of SMEs in Malaysia

The impact of social media use on the internationalisation of SMEs

Comunicación corporativa y branded content en Facebook: un estudio de las cuentas oficiales de las universidades peruanas

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