Users of the world, unite! The challenges and opportunities of Social Media

Kaplan, Andreas; Haenlein, Michael

doi:10.1016/j.bushor.2009.09.003

Cited by 12,190 publications

(7,914 citation statements)

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“…As it is pointed out, such forms of social interactions which take place in the virtual reality as: collaborative projects, social networking sites, blogs, content communities, virtual game worlds, and virtual social worlds may be indicated (Kaplan, Haenlein, 2010). This obviously leads to a series of challenges that brand management in social media must face.…”

Section: Brand Sponsorship Of Events In the Light Of Social Media Conmentioning

confidence: 99%

Brand Sponsorship and Social Media. Coca Cola and Carlsberg Illustrated with an Example of the European Football Championship 2016

Komańda¹

2017

Trends Economics and Management

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Purpose of the article: Presentation of the issue of brand sponsorship of events in the light of the use of social media for the purposes of brand management in the customer-based brand equity paradigm. Methodology/methods: Two brands (CocaCola and Carlsberg) which were the official sponsors of a sports event (EURO 2016) were monitored in social media. For this purpose information gathered by socialmention.com and likemore.pl were used. Presentation of the results of the analysis required the use of descriptive statistics as well as the Wilcoxon test and a network graph. Scientific aim: Determination of the scope and nature of the influence of sponsorship of an international sports event on the way a brand is perceived by social media users based on a selected set of data derived from brand monitoring. Findings: In case of Carlsberg the attitude of social media users did not change during EURO 2016, however, majority of their statements was connected with the issues related to this sports event. In case of Coca Cola, the perception of the brand by its clients changed within the studied period of time, however, the issues related to EURO 2016 were only one of many other issues raised by them. Conclusions: Assessment of the influence of brand sponsorship of an event on social media users' perception faces the following difficulties: scope of monitoring, its efficiency, choice of data set generated by the monitoring tool for the analysis, level of recognition of brands and brand multi-sponsorship (parallel engagement of the brand in many events).

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Section: Brand Sponsorship Of Events In the Light Of Social Media Conmentioning

confidence: 99%

Brand Sponsorship and Social Media. Coca Cola and Carlsberg Illustrated with an Example of the European Football Championship 2016

Komańda¹

2017

Trends Economics and Management

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“…[10] defined social media as the internet applications build based on Web 2.0 that is focused on the ability for people to collaborate and share information online.…”

Section: B Social Mediamentioning

confidence: 99%

Measuring Knowledge Transfer through Facebook of Higher Education Classroom

Suebsom¹

2015

IJIET

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Abstract-This paper presents the outcome of a research that investigates the trend, attitude and perception of students using social media to share knowledge in the classroom. Whilst some people perceived social media as a phenomenon that distracts students from focusing on their studies, others view social media as a technology that can facilitate teaching and learning. This study used mixed method via questionnaire and using focus group to write and share knowledge through social media from 247 students in Nakhon Si Thammarat Rajabhat University of Thailand. The results of the study found that most students used Facebook to discuss and share knowledge in higher education classroom. This study highlights the advantage of social media via Facebook for sharing knowledge in the classroom and used as tools for teaching and learning.

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“…Social networking is now so much a part of people's lives that they will expect to use similar facilities in conducting their work. Customers are likely to expect professionals to be more accessible through social media and to engage with them through it (Kaplan and Haenlein, 2010). A 'sense of presence' is a key component of social interaction and some video-telephone systems can offer a sense of presence where participants may forget that they are communicating through a system and feel like they are meeting face-to-face (Benyon, 2010b).…”

Section: Social Mediamentioning

confidence: 99%

Socio-technical systems and interaction design – 21st century relevance

Maguire

2014

Applied Ergonomics

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