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Multi-channeling and the use of
Social Media by companies of the
Service and Product typology
A research conducted by a third year student Information Science 2012-2013 of the University of
Amsterdam for his bachelor thesis.
Student: Mentor: Second assessor:
Martijn van Tongeren A.M. Stolwijk
6288413 / 10002376
……………….……….. ……………………………… ……………………………….
Date: June 21, 2013
Abstract
The importance of social media for companies has been stressed by many researchers. Many
researchers have also discussed the differences and similarities between product and service. These
two things can be seen as the starting point of this research, which looked for differences and
similarities in multi-channeling and the use of social media by companies from both typologies.
Drawing on a sample of 384 randomly chosen companies, the results demonstrated that there is a
significant difference in the use of social media between the two typologies. We recommend the use
of social media tools and discuss why it can be of great value for both typologies.
1 Introduction
“Do you already like us on Facebook?” and “Are you following us on Twitter?” are questions
people encounter daily while browsing the internet, reading the newspaper, or watching television.
Many research papers have stressed the importance and value of social media for organizations
today (Wilson et al, 2011; Kaplan & Haenlein, 2010; Laroche et al, 2013; Lukes, 2010). The
importance of social media for companies is not only indicated by writing about the new possibilities
of social media, but also by identifying shifts in the use of existing concepts. Such a shift has
happened, for instance, with the term Willingness To Pay (WTP) which is commonly used term in
organizational and marketing literature. Instead of searching for the WTP, companies are now
searching for the Willingness to Participate (Parent et al, 2011). Goals concerning advertising,
organizing contests, distributing information, building communities etc. have been made easier for
companies by social media like Facebook, Twitter and Youtube.
Social media can both be internally and externally of significant importance for companies.
Internally, social media can play a role as social tool for knowledge sharing (Sultan, 2012). It is stated
in a research conducted by Cross et al (2001) that employees often prefer asking work-related advice
informally to colleagues rather than looking up information in a system. Externally, Social Media can
contribute very well to the Customer Relationship Management(CRM) activities of a company. With.
This document provides a case study on brand communication by Adidas on Twitter. It analyzes over 289,000 tweets collected over 60 days related to Adidas. The study investigates communication genres from stakeholders to stakeholders, from the business to stakeholders, and from stakeholders to the business to understand how awareness is created. It finds that communication on social media is important for Adidas and that the company strategically uses Twitter to increase awareness of its products. The study contributes new insights into how companies communicate via social media and how they can improve their strategies.
Analyzing the effects of social media on the hospitality industryBookStoreLib
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The document provides an overview of social media marketing from a bottom-up perspective. It defines key terms like social media, social media marketing, and bottom-up approach. It also describes popular social media platforms and common social media marketing techniques. The study aims to understand how local organizations in Umeå, Sweden use social media from a bottom-up view, focusing on grassroots interactions rather than top-down directives. Interviews were used to collect qualitative data from representatives of different organizations.
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This document provides a case study on brand communication by Adidas on Twitter. It analyzes over 289,000 tweets collected over 60 days related to Adidas. The study investigates communication genres from stakeholders to stakeholders, from the business to stakeholders, and from stakeholders to the business to understand how awareness is created. It finds that communication on social media is important for Adidas and that the company strategically uses Twitter to increase awareness of its products. The study contributes new insights into how companies communicate via social media and how they can improve their strategies.
Analyzing the effects of social media on the hospitality industryBookStoreLib
This document analyzes the effects of social media on the hospitality industry from a consumer perspective. It discusses how social media has changed communication and allowed two-way interaction between businesses and customers. Many hotels are shifting marketing strategies from traditional methods to social media, which provides real-time feedback and engagement at low cost. The growth of social media users globally, especially through mobile access, means the hospitality industry must embrace social media platforms to build their brand and remain competitive.
The document provides an overview of social media marketing from a bottom-up perspective. It defines key terms like social media, social media marketing, and bottom-up approach. It also describes popular social media platforms and common social media marketing techniques. The study aims to understand how local organizations in Umeå, Sweden use social media from a bottom-up view, focusing on grassroots interactions rather than top-down directives. Interviews were used to collect qualitative data from representatives of different organizations.
A Study Of User Preferences And Reasons For Using Popular Social Media Networ...Raquel Pellicier
This study examines user preferences for popular social media sites like Facebook, YouTube, Twitter, LinkedIn and Instagram. It analyzes data from 350 internet users to understand which sites they prefer and why. The findings show that Facebook is the most preferred site, with millennials spending an hour daily on it for social networking. Males use social media more than females. The study provides insights for how businesses can use social media for marketing to different age groups and genders.
This document discusses how peer-to-peer (P2P) lending firms can enhance customer acquisition through achieving mobile social media popularity. It finds that mobile social media popularity positively influences customer acquisition, as followers on social media are potential customers. It also examines how heuristic cues like source credibility and content freshness, as well as systematic cues like transaction relevance, can affect a firm's mobile social media popularity. The challenges of achieving high popularity on mobile social media are greater than traditional social media due to issues like information overload and limited screen size. However, little research has looked at what cues from traditional social media still apply to mobile, and what new guidance is needed for high popularity on mobile platforms.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
The document discusses how social media and social commerce can help businesses transform and leverage organizational effectiveness. It provides an overview of key concepts like social networking sites, instant messaging, customer relationship management, and social commerce. The literature review covers topics like how social media has changed communication and business, the benefits of instant messaging for knowledge sharing and productivity, and the importance of trust and customer engagement for social commerce. The research methodology section describes a study that was conducted in Cyprus to examine how organizations use social media and the most widely used social networking sites. The findings suggest Facebook is the most commonly used, while only 32.1% of organizations surveyed currently use social media as part of their activities.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
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The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
This document examines the effect of social media marketing on brand loyalty at Budi Luhur University in Jakarta. It finds that offering advantageous campaigns, appearing on various social media platforms, and offering relevant content have a significant positive effect on brand loyalty, while offering popular content and applications do not. The study uses a survey of 325 students to analyze how campaign benefits, content relevance, platform variety, popularity, and applications influence brand loyalty. It finds that social media marketing explains 23.2% of brand loyalty factors at the university.
Paradigm in Traditional Marketing: Social Media & Gen YToni Gardner
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This document provides an overview of how social media is used in human resource management. It begins with definitions of key concepts like social media and social networking sites. It then discusses how social media can be used internally in HR for communication, training, employee management, and building relationships. Externally, social media is used for recruitment, compensation/benefits, building relationships, maintaining corporate brand, and promotion. Both strengths and weaknesses are identified, such as social media being cost-effective but also requiring time to learn tools. Case studies of companies' social media use in HR are also reviewed.
This document presents a case study analysis of Instagram as a social media platform for businesses. It begins with an introduction to Instagram and a literature review on social media platforms and their importance for businesses. It then describes using qualitative content analysis and case study methodology to evaluate Instagram's strategies. The study explores how Instagram can improve as an app for both businesses and consumers. It provides insights on Instagram as a marketing tool and recommendations for digital strategies.
This document summarizes a literature review on the use of social media as a marketing tool. It begins by defining key terms related to social media and marketing, such as social media marketing, virtual brand communities, and factors that influence consumer attitudes. It then examines four main themes in current research: virtual brand communities and how they can influence consumer behavior; how consumer attitudes and motives are affected by social media use; the role of user-generated content; and the use of viral advertising. The review notes gaps in research, such as a lack of studies on the long-term promotional benefits of social media marketing for retailers.
The document discusses utilizing weight allocation in a term frequency-inverse document frequency (TF-IDF) environment to identify and remove noisy data from social media for improved customer segmentation and targeted advertising. Specifically, it aims to recognize keywords that can help cluster social media users based on demographics and behaviors while eliminating uninfluential data. The approach assigns higher weight to words that frequently appear in a document but rarely in the entire collection compared to common words.
SOCIAL MEDIA7I got C in this Use of Social media b.docxjensgosney
SOCIAL MEDIA 7
I got C in this
Use of Social media by modern generation
Name
Institution
Date
Running head: SOCIAL MEDIA 1
Social Media
Social media has had a huge impact in the modern generation. The lives of most people in the modern world revolve around social networking sites such as Facebook and Twitter. This aspect has led to some firms employing it as a marketing tool. However, some firms still believe that social media does not have any advantages in the corporate world, thus only suitable for social interactions. However, this is not the case as some firms have ended up benefiting a lot as a result of employing social media as a marketing tool (Girard & Girard, 2011). According to a report from the Hubspot, over 92% of marketers claimed that social media was a very important tool for businesses in 2014. These marketers went to say that this tool increases traffic in their websites. Despite many marketers' positive attitude towards this tool, some of them still do not know how to effectively employ this tool. This aspect has led to some firms taking a pragmatic approach in integrating this tool in their operations. However, the positive attitude is a demonstration that this tool has a potential of increasing sales if well employed.
Facebook, Twitter, and YouTube have significantly contributed in the processes of bring about democracy in non-democratic cultures. Specifically, the young people depend on these sites to organize and communicate matters they want to express. These sites provide social structures where people with different background, cultures, and similar interest join forces over shared set of demands. They use social media to set agenda or come up with hierarchy leading to attempts to bring about changes (Tufekci & Wilson, 2012). People now use Facebook, Twitter, and YouTube to fuel spontaneous protests that are difficult to predict and control.Social media sites are the best places to effectively stir pleasure for changes because the youth are the majority of the people who use the sites. The youth are the main power who can make all changes, for example, they will want to stop any violence against human rights (Tufekci & Wilson, 2012). When doing this I would resort to use Facebook since it has more members in comparison to the other two; this would be much easier to mobilize more individuals. As the person behind the movement for changes, I will not choose to remain anonymous.
I believe that the social media can serve as both gateway and catalyst for social and cultural changes since the minority also participate in global media that has a homogenizing impact on the culture in the world. The use of media fosters changes in culture perspectives and the minority uses the same to extend the reach of their culture (Tufekci & Wilson, 2012). The social media attains this through changes in the way culture has been traditionally conceptualized. As such, it can be used to extend and catalyze the changes a.
PUBLIC RELATIONS — THE TOOLS FOR UNILATERAL COMMUNICATION AND DIALOGUE ON THE...Dariusz Tworzydło
The development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world. We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range of other tools from the scope of social media, as well as monitoring systems — these are just chosen stages, or as others think, milestones in the pursuit of novelty and new forms of distribution of information. It is in times like these that
public relations experts have to create, send and receive messages. Back at the end of 1990's hardly anyone
expected that such changes could take place. It is also hard to predict what we will see in a few, or a dozen years. One thing is certain, namely, that changes will be taking place and will be even faster than now. As the currently modern media already have a significant impact on voting decisions, or social
transformation, the process is analysed and studied in detail. Moreover, what is subject to research is the question whether communication on the Internet should be based on mass communication, or rather on an individual approach. Private individuals make decisions based on their own needs, but companies have to analyse many factors that influence final decisions concerning the choice of tools, or the very decision concerning communication. Among these factors there are: scope, availability of tools, even the branch in which a company is active. This article includes a presentation of chosen tools used in the process of unilateral communication with
the environment, but also tools used for dialogue. Unilateral communication discussed in this article doesn't assume a response from the recipient, apart from a possible decision to take action in form of purchase, or clicking. At the same time dialogue gives the opportunity to interact, exchange thoughts and ideas, direct assessment. Moreover, the benefits from the process of conducting dialogue online, as well as the barriers hampering the dialogue will be presented. Also, the directions of changes taking place in association with the dynamic development of online communication tools and processes will be presented.
A Study On The Changing Trends In Social Media And Its Impact GloballyAlicia Edwards
This document discusses a study on changing trends in social media and its global impact. It defines social media and explores how corporations and individuals use different social media platforms. The document examines how social media has changed communication and marketing strategies compared to traditional media. It also analyzes the positive and negative effects of increased social media usage globally and predicts future trends in social media.
Analysis of Online Comments (BEO) is a research model developed jointly by Corporate Excellence – Centre for Reputation Leadership and Llorente & Cuenca in order to analyse the impact of Internet communication on corporate reputation. The analysis is based on the study of relevant comments made by different members of the public about a company on the Internet.
Since the model supports complicated computations, it enables us to interpret the data almost in real time, not only information provided by structured databases, but also unstructured data that account for 80% of existing information. These include medical images, video streaming, conversations, pictures taken with mobile phones, etc. Our capacity to interpret this vast new natural resource leads to interesting conclusions, considerations and decisions. Therefore, it is possible to say that The Online Comments Report is a strategic tool that may be used for corporate positioning on the Internet based on the analysis of data gathered throughout the year rather than a tool for monitoring in real time.
Reputation is a set of collective evaluations evoked by an organisation in its stakeholders that drive valuegenerating behaviours. Thus, it is clear that an organisation’s reputation does not exist online. Instead, it exists in the minds of people who are stakeholders of the company. Given this definition, we understand that on the Internet we find comments about a company shared by stakeholders in the different online networks. These comments may affect evaluations made about the company. In other words, in the term online reputation, online is the cause and source, and reputation is the effect or result.
This document discusses the application of wireless communication tools like social media in managing construction projects. It proposes a framework for implementing these tools in construction companies. The framework involves seven phases: research and briefing, governance, decision protocol, mobilization, integration, evaluation, and refinement. It is meant to help companies set up effective social media plans to improve communication within the construction supply chain and project management. The document also reviews related studies on using tools like YouTube, Skype, blogs and Twitter in construction and provides examples of UK construction firms currently using social media.
This document discusses a study on the effectiveness of social media marketing for promoting new products in technology industries. It includes a literature review on social media marketing and marketing in technology industries. The methodology section notes that the study will examine case studies of Lenovo and Fitbit on Facebook and Twitter through secondary research and statistical data analysis. The goal is to determine if social media can successfully promote new technology products.
Corporate Communication & Social Media: A study of its usage patterninventionjournals
This document summarizes a research study that examined how corporate communication professionals use social media. The study found that Facebook, Twitter, and LinkedIn were most used for corporate communication purposes like employee communication, customer relations, and media relations. The majority of messages shared on social media were about company events, achievements, news, promotions, and CSR activities. While social media is an important tool, the study found that some companies have not fully utilized its potential for corporate communication.
The increasing role of social media has been recognized as an increasingly effective marketing tool for a broad section of enterprises. This paper highlights the first stage of the engagement strategy using social media for an academic laboratory, and provides an insight for others wishing to take advantage of the various social networking tools that are available. The lab engages with different constituencies such as students, faculty, and alumni, industrial and governmental agencies. As these constituents online presence is fragmented over a number of different social websites (Twitter™, LinkedIn™ for example), there is no longer an effective single point of contact to engage them. With that in mind, researchers in the lab created accounts on, and started using Twitter™, LinkedIn™ and SlideShare™. Data about site referrals to the BSPA Laboratory’s homepage was gathered using Google Analytics™, in order to analyze the effects (if any) that social networks might have in promotional activities and increased interaction with the BSPA Laboratory home page (http://www.bspalabs.org/). Although this paper is a preliminary report on a short term progress, the data shows the differences in unique visitors before and after becoming active in social networks and will show data linking specific social network with an effect.
A Literature Review On The Business Impacts Of Social Network SitesAmanda Summers
This document presents a literature review on the business impacts of social network sites (SNSs). It analyzes 28 journal articles published between 2000-2011. The articles are classified into six categories of SNS applications in business: marketing and advertising, knowledge management, social capital, relationship management, e-commerce, and economic model. The review finds that marketing and advertising was the most common category discussed. It aims to provide guidance to managers and academics on how SNSs can impact businesses.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The document analyzes the effect of social media on consumer purchasing behavior in Turkey. It finds that social media has a meaningful positive impact on both pre-purchase and post-purchase behavior. Specifically:
1) Social media is found to have a positive effect on consumers' research and decision making before purchasing a product.
2) Social media also has a positive impact on consumer behavior after purchasing, though consumers are less likely to share on company pages or recommend products on social media.
3) There is a meaningful but not strong relationship between how frequently consumers use social media and the impact it has on their purchasing decisions.
Organisational challenges of using social media marketing caliesch liebrich_2...www.rw-oberwallis.ch
This document discusses the organizational challenges of using social media marketing, specifically looking at the Facebook pages of KLM and Swiss International Airlines. It finds that KLM had a larger social media presence with more fan engagement. Both airlines faced customer service issues on their Facebook walls but KLM responded to more posts and comments. The key organizational challenges identified are: 1) Setting up internal networks to respond quickly to public queries, 2) Developing an authentic communication style aligned with corporate culture, 3) Coordinating responses across departments to multi-purpose queries, and 4) Continually adapting to the dynamic social media environment to better serve customers.
I need a 7 pg research essay on the following Select a real o.docxeugeniadean34240
I need a 7 pg research essay on the following:
Select a real or hypothetical crisis, such as a natural disaster (hurricane, tornado, flooding, or earthquake), a catastrophic building failure, or an act of terrorism.
Discuss resource management based on ethical approaches used during crisis management.
Consider issues such as patient triage or current as well as incoming patients, supply, and personnel availability.
Discuss and develop an authoritative chain of command for crisis management.
Include such responsibilities as Incident Commander, Communications Officer, and other members of the chain of command for the incident.
Discuss the importance and implementation of community communication, involvement, and coordination.
Discuss the necessary policies for personnel management and safety.
Include provisions for lock-down status and family communication abilities.
Outline the steps for supply chain management, both for personnel and the supplies needed to provide care.
.
I need a 4-5 APA formatted paper with references that is clearly wri.docxeugeniadean34240
I need a 4-5 APA formatted paper with references that is clearly written and includes the following:
The attendance of an AA meeting. Describe the meeting's atmosphere, the participants and their appearances, details on the group discussion, engagement, timeframe, the pros and cons of the meeting, and other helpful information.
.
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This document summarizes a literature review on the use of social media as a marketing tool. It begins by defining key terms related to social media and marketing, such as social media marketing, virtual brand communities, and factors that influence consumer attitudes. It then examines four main themes in current research: virtual brand communities and how they can influence consumer behavior; how consumer attitudes and motives are affected by social media use; the role of user-generated content; and the use of viral advertising. The review notes gaps in research, such as a lack of studies on the long-term promotional benefits of social media marketing for retailers.
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SOCIAL MEDIA7I got C in this Use of Social media b.docxjensgosney
SOCIAL MEDIA 7
I got C in this
Use of Social media by modern generation
Name
Institution
Date
Running head: SOCIAL MEDIA 1
Social Media
Social media has had a huge impact in the modern generation. The lives of most people in the modern world revolve around social networking sites such as Facebook and Twitter. This aspect has led to some firms employing it as a marketing tool. However, some firms still believe that social media does not have any advantages in the corporate world, thus only suitable for social interactions. However, this is not the case as some firms have ended up benefiting a lot as a result of employing social media as a marketing tool (Girard & Girard, 2011). According to a report from the Hubspot, over 92% of marketers claimed that social media was a very important tool for businesses in 2014. These marketers went to say that this tool increases traffic in their websites. Despite many marketers' positive attitude towards this tool, some of them still do not know how to effectively employ this tool. This aspect has led to some firms taking a pragmatic approach in integrating this tool in their operations. However, the positive attitude is a demonstration that this tool has a potential of increasing sales if well employed.
Facebook, Twitter, and YouTube have significantly contributed in the processes of bring about democracy in non-democratic cultures. Specifically, the young people depend on these sites to organize and communicate matters they want to express. These sites provide social structures where people with different background, cultures, and similar interest join forces over shared set of demands. They use social media to set agenda or come up with hierarchy leading to attempts to bring about changes (Tufekci & Wilson, 2012). People now use Facebook, Twitter, and YouTube to fuel spontaneous protests that are difficult to predict and control.Social media sites are the best places to effectively stir pleasure for changes because the youth are the majority of the people who use the sites. The youth are the main power who can make all changes, for example, they will want to stop any violence against human rights (Tufekci & Wilson, 2012). When doing this I would resort to use Facebook since it has more members in comparison to the other two; this would be much easier to mobilize more individuals. As the person behind the movement for changes, I will not choose to remain anonymous.
I believe that the social media can serve as both gateway and catalyst for social and cultural changes since the minority also participate in global media that has a homogenizing impact on the culture in the world. The use of media fosters changes in culture perspectives and the minority uses the same to extend the reach of their culture (Tufekci & Wilson, 2012). The social media attains this through changes in the way culture has been traditionally conceptualized. As such, it can be used to extend and catalyze the changes a.
PUBLIC RELATIONS — THE TOOLS FOR UNILATERAL COMMUNICATION AND DIALOGUE ON THE...Dariusz Tworzydło
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transformation, the process is analysed and studied in detail. Moreover, what is subject to research is the question whether communication on the Internet should be based on mass communication, or rather on an individual approach. Private individuals make decisions based on their own needs, but companies have to analyse many factors that influence final decisions concerning the choice of tools, or the very decision concerning communication. Among these factors there are: scope, availability of tools, even the branch in which a company is active. This article includes a presentation of chosen tools used in the process of unilateral communication with
the environment, but also tools used for dialogue. Unilateral communication discussed in this article doesn't assume a response from the recipient, apart from a possible decision to take action in form of purchase, or clicking. At the same time dialogue gives the opportunity to interact, exchange thoughts and ideas, direct assessment. Moreover, the benefits from the process of conducting dialogue online, as well as the barriers hampering the dialogue will be presented. Also, the directions of changes taking place in association with the dynamic development of online communication tools and processes will be presented.
A Study On The Changing Trends In Social Media And Its Impact GloballyAlicia Edwards
This document discusses a study on changing trends in social media and its global impact. It defines social media and explores how corporations and individuals use different social media platforms. The document examines how social media has changed communication and marketing strategies compared to traditional media. It also analyzes the positive and negative effects of increased social media usage globally and predicts future trends in social media.
Analysis of Online Comments (BEO) is a research model developed jointly by Corporate Excellence – Centre for Reputation Leadership and Llorente & Cuenca in order to analyse the impact of Internet communication on corporate reputation. The analysis is based on the study of relevant comments made by different members of the public about a company on the Internet.
Since the model supports complicated computations, it enables us to interpret the data almost in real time, not only information provided by structured databases, but also unstructured data that account for 80% of existing information. These include medical images, video streaming, conversations, pictures taken with mobile phones, etc. Our capacity to interpret this vast new natural resource leads to interesting conclusions, considerations and decisions. Therefore, it is possible to say that The Online Comments Report is a strategic tool that may be used for corporate positioning on the Internet based on the analysis of data gathered throughout the year rather than a tool for monitoring in real time.
Reputation is a set of collective evaluations evoked by an organisation in its stakeholders that drive valuegenerating behaviours. Thus, it is clear that an organisation’s reputation does not exist online. Instead, it exists in the minds of people who are stakeholders of the company. Given this definition, we understand that on the Internet we find comments about a company shared by stakeholders in the different online networks. These comments may affect evaluations made about the company. In other words, in the term online reputation, online is the cause and source, and reputation is the effect or result.
This document discusses the application of wireless communication tools like social media in managing construction projects. It proposes a framework for implementing these tools in construction companies. The framework involves seven phases: research and briefing, governance, decision protocol, mobilization, integration, evaluation, and refinement. It is meant to help companies set up effective social media plans to improve communication within the construction supply chain and project management. The document also reviews related studies on using tools like YouTube, Skype, blogs and Twitter in construction and provides examples of UK construction firms currently using social media.
This document discusses a study on the effectiveness of social media marketing for promoting new products in technology industries. It includes a literature review on social media marketing and marketing in technology industries. The methodology section notes that the study will examine case studies of Lenovo and Fitbit on Facebook and Twitter through secondary research and statistical data analysis. The goal is to determine if social media can successfully promote new technology products.
Corporate Communication & Social Media: A study of its usage patterninventionjournals
This document summarizes a research study that examined how corporate communication professionals use social media. The study found that Facebook, Twitter, and LinkedIn were most used for corporate communication purposes like employee communication, customer relations, and media relations. The majority of messages shared on social media were about company events, achievements, news, promotions, and CSR activities. While social media is an important tool, the study found that some companies have not fully utilized its potential for corporate communication.
The increasing role of social media has been recognized as an increasingly effective marketing tool for a broad section of enterprises. This paper highlights the first stage of the engagement strategy using social media for an academic laboratory, and provides an insight for others wishing to take advantage of the various social networking tools that are available. The lab engages with different constituencies such as students, faculty, and alumni, industrial and governmental agencies. As these constituents online presence is fragmented over a number of different social websites (Twitter™, LinkedIn™ for example), there is no longer an effective single point of contact to engage them. With that in mind, researchers in the lab created accounts on, and started using Twitter™, LinkedIn™ and SlideShare™. Data about site referrals to the BSPA Laboratory’s homepage was gathered using Google Analytics™, in order to analyze the effects (if any) that social networks might have in promotional activities and increased interaction with the BSPA Laboratory home page (http://www.bspalabs.org/). Although this paper is a preliminary report on a short term progress, the data shows the differences in unique visitors before and after becoming active in social networks and will show data linking specific social network with an effect.
A Literature Review On The Business Impacts Of Social Network SitesAmanda Summers
This document presents a literature review on the business impacts of social network sites (SNSs). It analyzes 28 journal articles published between 2000-2011. The articles are classified into six categories of SNS applications in business: marketing and advertising, knowledge management, social capital, relationship management, e-commerce, and economic model. The review finds that marketing and advertising was the most common category discussed. It aims to provide guidance to managers and academics on how SNSs can impact businesses.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The document analyzes the effect of social media on consumer purchasing behavior in Turkey. It finds that social media has a meaningful positive impact on both pre-purchase and post-purchase behavior. Specifically:
1) Social media is found to have a positive effect on consumers' research and decision making before purchasing a product.
2) Social media also has a positive impact on consumer behavior after purchasing, though consumers are less likely to share on company pages or recommend products on social media.
3) There is a meaningful but not strong relationship between how frequently consumers use social media and the impact it has on their purchasing decisions.
Organisational challenges of using social media marketing caliesch liebrich_2...www.rw-oberwallis.ch
This document discusses the organizational challenges of using social media marketing, specifically looking at the Facebook pages of KLM and Swiss International Airlines. It finds that KLM had a larger social media presence with more fan engagement. Both airlines faced customer service issues on their Facebook walls but KLM responded to more posts and comments. The key organizational challenges identified are: 1) Setting up internal networks to respond quickly to public queries, 2) Developing an authentic communication style aligned with corporate culture, 3) Coordinating responses across departments to multi-purpose queries, and 4) Continually adapting to the dynamic social media environment to better serve customers.
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I need a 7 pg research essay on the following:
Select a real or hypothetical crisis, such as a natural disaster (hurricane, tornado, flooding, or earthquake), a catastrophic building failure, or an act of terrorism.
Discuss resource management based on ethical approaches used during crisis management.
Consider issues such as patient triage or current as well as incoming patients, supply, and personnel availability.
Discuss and develop an authoritative chain of command for crisis management.
Include such responsibilities as Incident Commander, Communications Officer, and other members of the chain of command for the incident.
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Outline the steps for supply chain management, both for personnel and the supplies needed to provide care.
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I need a 4-5 APA formatted paper with references that is clearly wri.docxeugeniadean34240
I need a 4-5 APA formatted paper with references that is clearly written and includes the following:
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I need a 3 page research paper on Title Addictive being youn.docxeugeniadean34240
I need a 3 page research paper on
Title:
Addictive being young and older on Social Media, why activities outdoors can prevent addiction
In the attached zip file, I have provided 10 journals that you need to use for this research paper.
In the word doc, I have shared the topic and sub-topics that you have to use. And it also has guidelines from the teacher for this paper.
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Describe the term Enterprise Architecture (EA), what it means, how it can be used, and the core elements on EA. What are the core elements within EA.?
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i need a 2 page essay on LA crimes as it pertains to Rape you will h.docxeugeniadean34240
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I need a 1 page professional bio. My cover letter and resume i.docxeugeniadean34240
I need a 1 page professional bio.
My cover letter and resume is attached.
As an experienced and motivated professional with exceptional leadership and interpersonal abilities, I am prepared to significantly contribute to your organization’s goals in this role.
My background lies in workforce and economic development, managing operations, teams, conflict resolution, and processes to propel revenue increases while realizing enhanced corporate success and productivity. From establishing and implementing visionary business strategies to driving employees to achieve peak performance levels, I excel at directing strategic enhancements to outperform open objectives while communicating openly and effectively with staff and management teams.
Highlights of my experience include the following:
Ø Excelling as the Manager of the workforce development team with the Shelby County Alternative Schools for the past 10 years, federal grant management, identifying employment opportunities for youth and adult offenders, educating and supporting clients through vocational training initiatives, evaluating client work interests and aptitudes, and connecting clients with eligible and appropriate employment programs.
Ø Assisting program participants in identifying anger, recognizing aggressive behavior triggers, and learning tension and anger management techniques.
Ø Coaching and mentoring staff to ensure outstanding job performances and maximum program effectiveness. (virtual and face-to-face)
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My proven dedication to optimizing workforce development and employment success through my expert knowledge of learning, development, and conflict resolution strategies will contribute immensely to the success of your-team.
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I need 100 words response for this two discussion forum1 discu.docxeugeniadean34240
Colin Kaepernick protested racial violence by kneeling during the national anthem, giving up his NFL career. Business ethics studies right and wrong conduct in business. There are misconceptions that certain cultures are lazy or dependent on government assistance due to deep-rooted fears from slavery and racial violence. Cultural diversity presents ethical challenges, like enforcing attendance policies that conflict with compassion for an employee's family health issues, or making sales offers that increase customer debt. Practitioners must balance cultural sensitivity with their organizations' ethical codes and policies.
I need 200 words response for each discussion post.Guided Respon.docxeugeniadean34240
I need 200 words response for each discussion post.
Guided Response: Respond to at least two of your classmates’ postings. Support your initial and subsequent posts by citing at least two scholarly and peer-reviewed sources in addition to the course text. The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types.
Forum 1)One psychosocial issue that could cause a serious issue in the school setting to me would be Bullying. Bullying can scare a person’s ability to feel be ant to bully and be mean to someone because they may act different or look different to them, beautiful, safe, and secure about who they are, and be lasting ongoing issue that will last forever by making them feel insecure, and not wanted along while feeling like no one cares about them. Bullying is a form of abuse, aggressiveness, coercion, force. There are other things that bullies do to feel like they are important or better than everyone else, like be dominated, intimidating, or threatening. “Bullying in schools, particularly bias-based bullying, is an important issue for many reasons, but chief among them include evidence that victims being bullied experience both short and long term consequences, including poor school performance, depression, and increased health problems” (Martin, M. E. (2018).
I believe that the services of all three would be required because the bully would be evaluated three different times on his behavior and other things that no one may know about. Each of them has their own specialty that would fit working with the bully and being able to determine what is the issue or problem that makes the bully act out of character the way he or she does.
“An analysis of this phenomenon in schools, according to different authors [1,7.8, reveals that children involved in bullying behavior can play different roles; (a) aggressors/intimidators; (b) victim; (c) aggressors who are also victims and (d) passive observers. These observers are neither directly involved as aggressors nor as victims. As such, they can play a number of different roles: they can defend the victims, thus reducing this type of behavior; they can support the aggressors, actively reinforcing intimidation; children who merely observe are neutral or indifferent”. (www.ncbi.nim.nih.gov) (Links to an external site.) . There should something put into place that will stop individuals with aggressive behavior to stop bullying other individuals who just want to be themselves and live their lives. It leads to most children feeling depressed and wanting to end their lives because of it, and it happens in our society today children ending their lives because they are being targeted by bullies. Rules should also be put into place for the bullies to let them know what will happen if they continue to bully others.
REFERENCES:
Martin, M. E. (2018). Introduction to human services: Through the eyes of practice settings .
I need 3 pages discussion for an intersection (Attached image).docxeugeniadean34240
I need 3 pages discussion for an intersection (Attached image)
North Harbor Drive and Harbor Island Drive intersection, San Diego CA 92111 US
Please address the following:
a. Right of Way Issues
b. Utility Relocation
c. Air Quality Conformity
d. Title VI Considerations
e. Visual / Landscape Considerations
f. Required Permits
g. Stormwater Management
h. Cultural Resources
i. Risk Management Plan
j. Transportation Management Plan (TMP)
k. Transit Services
If you think any other better ideas, please address them as well.
University Level
Please no plagiarism
I also attached an example, you can follow it to get ideas to write about
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I need 120 words for each question. Please ensure to post individual.docxeugeniadean34240
I need 120 words for each question. Please ensure to post individual reference with each question
Unit 1
Q 1;
Identify two organizational structures used in health care. What are the central characteristics of each? To what extent is bureaucracy necessary in health care organizations? Explain.
Q 2;
How does a doctorally prepared nurse work across and between levels of an organization? What are the challenges and/or rewards to be gained? Does one outweigh the other?
Resources
Delmatoff, J., & Lazarus, I. R. (2014). The most effective leadership style for the new landscape of healthcare.
Journal of Healthcare Management, 59
(4), 245-249. URL:
https://lopes.idm.oclc.org/login?url=http://search.ebscohost.com.lopes.idm.oclc.org/login.aspx?direct=true&db=a9h&AN=97206195&site=ehost-live&scope=site
Arbab Kash, B., Spaulding, A., Johnson, C. E., & Gamm, L. (2014). Success factors for strategic change initiatives: A qualitative study of healthcare administrators' perspectives.
Journal of Healthcare Management, 59
(1), 65-81. URL:
https://lopes.idm.oclc.org/login?url=http://search.ebscohost.com.lopes.idm.oclc.org/login.aspx?direct=true&db=a9h&AN=94059299&site=ehost-live&scope=site
Kritsonis, A. (2004/2005). Comparison of change theories.
International Journal of Scholarly Academic Intellectual Diversity, 8
(1) 1-7. URL:
http://qiroadmap.org/?wpfb_dl=12
Suter, E., Goldman, J., Martimianakis, T., Chatalalsingh, C., Dematteo, D. J., & Reeves, S. (2013). The use of systems and organizational theories in the interprofessional field: Findings from a scoping review.
Journal of Interprofessional Care, 27
(1), 57-64. doi:10.3109/13561820.2012.739670 URL:
https://lopes.idm.oclc.org/login?url=http://search.ebscohost.com.lopes.idm.oclc.org/login.aspx?direct=true&db=a9h&AN=84423842&site=ehost-live&scope=site
Narayana, E. A. (1992). Bureaucratization of non-governmental organizations: An analysis of employees' perceptions and attitudes.
Public Administration and Development, 12
(2), 123-137. URL:
https://lopes.idm.oclc.org/login?url=http://search.proquest.com.lopes.idm.oclc.org/docview/194674953?accountid=7374
Klemsdal, L. (2013). From bureaucracy to learning organization: Critical minimum specification design as space for sensemaking.
Systemic Practice & Action Research
,
26
(1), 39-52. doi:10.1007/s11213-012-9267-3 URL:
https://lopes.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=84739308&site=ehost-live&scope=site
Unit 2
Q 1:
What are three payment structures used in the health care industry across the care continuum? How are they similar? How are they different? Is there a single problem that transverses all three of the identified payment structures? Explain.
Q 2:
Identify a significant problem with one of the three payment structures used in the health care industry across the care continuum (from DQ 1) and propose a solution from one of the other two payment structures.
Resources
.
I need 10-12 slides Presentation with detailed speaker notes. Instru.docxeugeniadean34240
I need 10-12 slides Presentation with detailed speaker notes. Instruction is given below. It is a Religion Class. No Plagiarism Please. Due in 24 hours.
Wk 3 - Christianity Presentation
Create
a 10- to 12-slide presentation comparing
2
of the following branches of Christianity:
Catholic
Orthodox
Protestant
Include
a brief history of the 2 religious traditions and a comparison of their approaches to the Bible. Some concepts to include are:
Examples of art
Central symbols of the faith
Rituals and core beliefs
Ethics role in the faith
You might consider visiting one or more of these churches in person or exploring church websites to add to your own experiences.
.
I N N O V A T I O N N E T W O R K , I N C . www.innone.docxeugeniadean34240
I N N O V A T I O N N E T W O R K , I N C .
www.innonet.org • [email protected]
L o g i c M o d e l W o r k b o o k
I N N O V A T I O N N E T W O R K , I N C .
www.innonet.org • [email protected]
L o g i c M o d e l W o r k b o o k
T a b l e o f C o n t e n t s
P a g e
Introduction - How to Use this Workbook .....................................................................2
Before You Begin .................................................................................................................3
Developing a Logic Model .................................................................................................4
Purposes of a Logic Model ............................................................................................... 5
The Logic Model’s Role in Evaluation ............................................................................ 6
Logic Model Components – Step by Step ....................................................................... 6
Problem Statement: What problem does your program address? ......................... 6
Goal: What is the overall purpose of your program? .............................................. 7
Rationale and Assumptions: What are some implicit underlying dynamics? ....8
Resources: What do you have to work with? ......................................................... 9
Activities: What will you do with your resources? ................................................ 11
Outputs: What are the tangible products of your activities? ................................. 13
Outcomes: What changes do you expect to occur as a result of your work?.......... 14
Outcomes Chain ....................................................................................... 16
Outcomes vs. Outputs ............................................................................. 17
Logic Model Review ...........................................................................................................18
Appendix A: Logic Model Template
Appendix B: Worksheet: Developing an Outcomes Chain
Logic Model Workbook
Page 2
I N N O V A T I O N N E T W O R K , I N C .
www.innonet.org • [email protected]
I n t r o d u c t i o n - H o w t o U s e t h i s W o r k b o o k
Welcome to Innovation Network’s Logic Model Workbook. A logic model is a commonly-used
tool to clarify and depict a program within an organization. You may have heard it described as
a logical framework, theory of change, or program matrix—but the purpose is usually the same:
to graphically depict your program, initiative, project or even the sum total of all of your
organization’s work. It also serves as a
foundation for program planning and
evaluation.
This workbook is a do-it-yourself guide to
the concepts and use of the logic model. It
describes the steps necessary for you to
create logic models fo.
I like to tie my learning to Biblical Principles. On Virtuous Le.docxeugeniadean34240
I like to tie my learning to Biblical Principles. On Virtuous Leadership, I think about what leader in the Bible do I know that stands out as a virtuous leader. Although there are many, one that stands out to me is Nehemiah. Nehemiah's brother and others said that they had been to Jerusalem and the Wall has been broken down, and the gates were burned. Nehemiah listened and took this news personally as if he was the wounded party. In other words, it broke his heart to hear this news.
He then took personal responsibility, prayed, and asked God to forgive him and his people for not obeying his commands. Then he took personal action, and at great danger to himself, he appeared before the King sad - remember that no King wants a sad cupbearer. When the King saw how sad Nehemiah was, he asked him why, and Nehemiah explained the state of his city walls and asked permission to go and fix them. He went and fixed the walls. He got involved in the work as a servant leader and getting the people what they needed. They had a city again with walls and a gate, and most importantly, they had protection!
We can see in this story that a servant leader is someone who takes personal responsibility for what has gone wrong and sets out to fix it, but not only does he/she fix the problem, the servant leader gets involved in the work and works alongside his workers to get the job done right. By doing so, the servant leader demonstrates his care for his workers and organization.
Share a story of a servant leader either in the Bible or someone you know.
.
I just want one paragraph.!!C.W.Mills described ‘sociological im.docxeugeniadean34240
I just want one paragraph.!!
C.W.Mills described ‘sociological imagination’ as an ability to understand “the intersection of one's own biography and other biographies with history and the present social structure you find yourself and others in.” In short, it is the ability to understand the private in public terms. Essentially, Mills is describing an ability to discern patterns in social events and view personal experiences in light of those patterns. To highlight that, he uses two terms – “the personal troubles of milieu” and “the public issues of social structure.” ‘Troubles’ happen to us as individuals, and are a private matter of individual choices and biography. ‘Issues’ are public matters that transcend the individual, and have to do with societal structures and processes.
Here is the Question!!!
1- For this discussion, I want you to select one of the following health/medical issues, and offer a thoughtful reflection on it as both a hypothetical ‘personal trouble’ and a ‘public issue.’
- ADHD; obesity; eating disorder; infertility; Alzheimer’s disease; COVID.
.
i just need serious help answering the question. I have answered mos.docxeugeniadean34240
i just need serious help answering the question. I have answered most of them but the following posted questions are giving me problem.
# 1.1
(1 pts.) In the textbook case, what information led Dr. Tobin to conclude that Shaun Boyden's sexual attraction to children was not a passing fancy? '
A) the fact that he reported having the urges since adolescence
B) the fact that his wife was unaware of his problem
C) the fact that he was never caught in the past
D) the fact that he had a relatively normal sexual development
# 1.2
(1 pts.) Charlie has opted to have psychosurgery performed in order to change his pedophilic patterns. Which of the following procedures will Charlie have done?
A) prefrontal lobotomy
B) hypothalamotomy
C) castration
D) vasectomy
# 1.3
(1 pts.) Dr. Walters is instructing Harry to imagine that he has just "flashed" his genitals at an unsuspecting woman on the street. After the woman responds in horror, Harry is to imagine that all of his closest friends jump out of a nearby alley and start laughing at him. Dr. Walters is using the technique known as
A) systematic desensitization.
B) cognitive restructuring.
C) covert conditioning.
D) behavior modification.
# 1.4
(1 pts.) Who is most likely to be the target of a frotteurist's desires?
A) a person from work
B) a life-long friend
C) a shopper at the mall
D) a close relative
# 1.9
(1 pts.) Based on the information presented in the textbook case, Shaun Boyden might be considered a ______ since he had a normal history of sexual development and interests.
A) child rapist
B) preference molester
C) situational molester
D) generalized molester
# 1.12
(1 pts.) Joe becomes sexually aroused when he views sexually explicit photographs. He also gets really turned on when his lover undresses in front of him. Joe's behavior might be described as
A) fetishistic.
B) frotteuristic.
C) voyeuristic.
D) normal.
# 1.21
(1 pts.) John gets nauseous when he thinks about having sexual intercourse and he actively avoids the sexual advances of others. John might be diagnosed as having
A) male erectile disorder.
B) sexual aversion disorder.
C) dyspareunia.
D) inhibited male orgasm disorder.
# 1.27
(1 pts.) Five-year-old Timmy has older sisters who dress him up occasionally and call him "Timbelina" since they really wanted a little sister instead of a little brother. If this pattern continues it is possible that Tim might develop
A) sexual masochism.
B) sexual sadism.
C) pedophilia.
D) transvestic fetishism.
# 1.29
(1 pts.) Carol is extremely interested in sex but does not experience the vaginal changes that ordinarily precede sexual intercourse. Carol may have
A) sexual aversion disorder.
B) hypoactive sexual desire disorder.
C) inhibited female orgasm disorder.
D) female sexual arousal disorder.
# 1.32
(1 pts.) John is in a p.
I Headnotes and indexes are copyrighted and may not be duplica.docxeugeniadean34240
I Headnotes and indexes are copyrighted and may not be duplicated by photocopying, printing.
I or other means without the express permission of the publishers. 1 -800-351-0917
43 Fla. L. Weekly S512 SUPREME COURT OF FLORIDA
Committee later submitted a revised proposal in response to comments. While we
generally approve the Committee's revisions, the revised proposal would have allowed
twenty days[ ratherthan ten, to serve a reply brief. In order to maintain consistency with
otherprovisions in rule 9.146(g)(3)(B), we haverevised the Committee's proposal such
that parties are allowed twenty days to respond after the last initial brief, and ten days
to respond after the last answer brief.
3Wehave revised the Committee's proposal to refer specifically to requirements for
electronic service in Rule ofJudicial Administration 2.516(b).
"See CoastalDev. ofN. Fla.,Inc. v. City ofJacksonville Beach, 788 So. 2d 204,205
footnotes.
(a) Florida Supreme Court.
(111887-present: Fenelonv. State. 594 So. 2d 292 (Fla. 1992).
{211846-1886: Livingston v. L 'Engle, 22 Fla. 427 (1886).
J ±' C-fl&LL/fl 1
n.3(Fla.20CII); Fla. Power &Light Co. v.CityofDania,76l So.2d 1089,1094 (Fla.
2000) ("No statewide criterion exists at this time."); see also Broward Cty. v. G.B. V.
Intern., Ltd.
Anstead,J.)
, 787 So. 2d 838, 849-53 (Fla. 2001) (Pariente, J., dissenting, joined by
(LEWIS, J., concurring in part and dissenting in part.) I dissent
because there is no need to amend the rule with regard to joinder on
appeal. This amendment is likely to generate more confusion than
clarity. I concur with the remainder ofthe amendments.
! * * *
I ■
! ..■■■■
Rules of Appellate Procedure—Amendment—Uniform Citation
System
IN RE: AMENDMENTS TO FLORIDA RULE OF APPELLATE PROCEDURE
9.800. Supreme Court of Florida. Case No. SC17-999. October 25,2018. Original
Proceeding—Florida Rules of Appellate Procedure. Counsel: Courtney Rebecca
Brewer, Ch lir, Appellate CourtRules Committee, Tallahassee, Kristin A. Norse, Past
Chair, App sllate Court Rules Committee, Tampa; and Joshua E. Doyle, Executive
Director, and Heather Savage Telfer, Staff Liaison, The Florida Bar, Tallahassee, for
Petitioner.
(PER CUjRIAM.) This matter is before the Court for consideration of
proposed, amendments to Florida Rule ofAppellate Procedure 9.800
(Uniforn
Fla. Cons t.
TheFlorida Bar's Appellate CourtRules Committee (Committee)
proposes
uniform
proposal
Citation System). We havejurisdiction. See art. V, § 2(a),
amendments to rule 9.800 to substantially update the
citation formats provided in that rule. The Committee's
to amend the rule was first presented to the Court in the
Commirt 5e' s regular-cycle report ofproposed rule amendments in In
re Amendments to the Florida Rules ofAppellate Procedure—2017
Regular-Cycle Report, No. SC17-152 (Fla. report filed Jan. 31,
2017).' The Court, on its own motion, entered an order directing that
the proposed amendments to rule 9.800 be .
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তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
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2. Social Media by companies of the
Service and Product typology
A research conducted by a third year student Information
Science 2012-2013 of the University of
Amsterdam for his bachelor thesis.
Student: Mentor: Second assessor:
Martijn van Tongeren A.M. Stolwijk
6288413 / 10002376
……………….……….. ………………………………
……………………………….
Date: June 21, 2013
Abstract
3. The importance of social media for companies has been stressed
by many researchers. Many
researchers have also discussed the differences and similarities
between product and service. These
two things can be seen as the starting point of this research,
which looked for differences and
similarities in multi-channeling and the use of social media by
companies from both typologies.
Drawing on a sample of 384 randomly chosen companies, the
results demonstrated that there is a
significant difference in the use of social media between the
two typologies. We recommend the use
of social media tools and discuss why it can be of great value
for both typologies.
1 Introduction
“Do you already like us on Facebook?” and “Are you following
us on Twitter?” are questions
people encounter daily while browsing the internet, reading the
newspaper, or watching television.
Many research papers have stressed the importance and value of
social media for organizations
today (Wilson et al, 2011; Kaplan & Haenlein, 2010; Laroche et
al, 2013; Lukes, 2010). The
4. importance of social media for companies is not only indicated
by writing about the new possibilities
of social media, but also by identifying shifts in the use of
existing concepts. Such a shift has
happened, for instance, with the term Willingness To Pay
(WTP) which is commonly used term in
organizational and marketing literature. Instead of searching for
the WTP, companies are now
searching for the Willingness to Participate (Parent et al, 2011).
Goals concerning advertising,
organizing contests, distributing information, building
communities etc. have been made easier for
companies by social media like Facebook, Twitter and Youtube.
Social media can both be internally and externally of significant
importance for companies.
Internally, social media can play a role as social tool for
knowledge sharing (Sultan, 2012). It is stated
in a research conducted by Cross et al (2001) that employees
often prefer asking work-related advice
informally to colleagues rather than looking up information in a
system. Externally, Social Media can
contribute very well to the Customer Relationship
Management(CRM) activities of a company. With
these social media, companies can be in touch with their
5. customers in a quick and efficient way,
which is relatively cheap when comparing it to traditional
communication channels (Kaplan &
Haenlein, 2010).
Many companies have started to use social media actively and
are planning to use it more in
the future (CIO Insight, 2012). There are multiple social media
that companies can choose to be
active at. When companies are active at more than one social
medium, they are ‘multi-channeling’;
using multiple (social media) channels to engage with their
customers. Multi-channeling can be very
interesting for companies, since on different social media, there
are different ways of communicating
and there can be a different audience. Multi-channeling can
therefore be a useful way to engage
with different kinds of users.
Social networking websites like Facebook are considered often
as marketing tools where
companies can communicate with their (potential) customers
(Weinberg & Pehlivan, 2011;
Kietzmann et al, 2011). By communicating with their ‘fans’ or
6. ‘followers’, companies can not only get
an understanding about how their followers think about their
brand or company, they can also try to
influence the opinion of these people about them. This means
that by using social media, companies
can address several marketing purposes like brand building,
building and maintaining communities
(Li & Bernoff, 2008) and monitoring and influencing the
opinions from their customers.
Both companies and their customers have an advantage in using
social media. Companies
have the possibility to gain more insight into customers’
preferences and needs which can result in
improved products or services according to the wishes from
these customers. Both the company and
the customer are profiting from this (Lukes, 2010) form of
‘collaboration’ (Li & Bernoff, 2008). The
company and the customer are working together for their own
good; to give and get the best
product or service.
Because of the great number of possibilities that social media
brings it is interesting and,
according to Li & Bernoff (2008), essential to use for
companies from any typology. Two typologies of
7. companies that are highlighted in various articles are service
and product.
Service-based companies deliver intangible services that cannot
be stored, while product-
based companies deliver tangible products that can be stored. It
might be interesting to investigate
whether they differ in their use of social media since they differ
in their way of operating. The service
industry is rather big in the Netherlands; more than ¾ of the
employment is in the service sector and
it ensures around 74% of the Gross National Product (Kwakman
et al, 2010). There is reason to
believe that companies in the Netherlands are active at social
media since there are many active
users (Newcom Research & Consultancy, 2013) and over 90%
of the inhabitants have access to the
Internet (Marketingfacts, 2012). Therefore, the main question
that will be answered in this paper is:
“What are the differences and similarities in Multi-channeling
and the use of Social Media by
companies from the Service- and the Product typology in the
Netherlands?”
8. The purpose of this paper is to give recommendations according
to the findings of the
research that has been done.
2 Theoretical Framework & Hypotheses
2.1 Social Media
In order to define the concept social media, it is important to
look at the foundations of this
phenomenon. Web 2.0 and social media are terms that are much
used with each other, while social
media is only one of the many applications from Web 2.0. The
Web 2.0 is a term which has been
used for the first time in 1999 (DiNucci) and it is connected
with the O’Reilly Web Media 2.0 Seminar
that was being held in the end of 2004. The term is being used
to describe websites that use the
technology in such a way, that it goes beyond the static Web 1.0
pages. The Web 2.0 is not a real
technological upgrade, but more like an upgrade in the use of
the web (O’Reilly, 2005; Huizing en de
9. Vries, 2007). While Web 1.0 was seen as a read-only web with
static pages containing information
with no or very few possibilities for interaction, Web 2.0
became a read/write or participatory
medium (Aghaei, 2012).
Social media are real Web 2.0 applications where each person
can participate. You can
watch, add and share texts, images, sounds and videos. Due to
this, it is now possible to spread
information in a very quick way. Social media is defined by
Kaplan & Haenlein (2010, p. 61) as
following: ”Social media is a group of Internet-based
applications that build on the ideological and
technological foundations of Web 2.0, and that allow the
creation and exchange of User Generated
Content“.
2.2 Multi-channeling
This research looks into the difference in multi-channeling of
social media by companies from
the service and product typology. Both Verhagen & van Dolen
(2009) and Ofek et. Al (2010) use the
term multi-channeling when companies are operating both
online and offline, for instance, when
10. having a web shop and an offline store. De Vries (2003, p. 1)
defines the concept multi-channeling as
“The use of multiple channels to distribute services [or
information]”. This research will look at multi-
channeling at the level of social media. Companies will be
studied concerning their accounts and
activities on four different social media channels: Facebook,
Twitter, Youtube and Google+.
According to a research of Newcom Research & Consultancy
(2013), the first three of these
social media channels are (together with LinkedIn) used the
most in the Netherlands. In this research
13.740 people, aged 15 years or older, were asked about their
social media use. Based on this
sample, a prediction has been made about the social media use
in the Netherlands, where Facebook
is leading with 7,9 million users, from which 5 million are
active daily. Youtube follows with 7,1
million users, from which 0,9 million are active daily. LinkedIn
has 3,9 million users, from which 0,4
million are daily active. Finally, Twitter has 3,3 million users,
from which 1,6 million are active daily.
This research will mainly concentrate on the use of social media
channels from companies that focus
11. on Business to Customer (B2C) relations. Since LinkedIn is
mainly a professional network that focuses
on working people and Business-to-Business (B2B) relations, it
is not included in this study.
2.3 Service & Product
Researchers’ opinions about the difference between a product
and a service are really
divided in the scientific world. The most common used aspects
of a service are that it is intangible
and that the production and consumption of it often happens
simultaneously, or right after each
other. Kotler (1977) defines service as following: “Services is
any activity or benefit that one party can
offer to another that is essentially intangible and does not result
in the ownership of anything”. It has
several implications for the concept service when assuming the
intangibility and simultaneity from
production and consumption (De Vries, 2003): Services are
difficult to resell, services cannot be
stored in a warehouse and the customer often participates in the
service process. Hill (1977) focuses
12. more on the client in his definition: “[A service is] a set of
processing operations carried out by a
service provider on behalf of a client, in a medium held by the
client, and intended to bring about a
change in this medium”. Finally, Flikkema et al. (2007) are
looking more at what the service delivered
can change for a customer: “A service is an attempt to transform
customer B’s reality C, as
constructed by its service provider A, at the request of B and
frequently in cooperation with B”.
Any of the aforementioned definitions can bring doubtful cases
when deciding whether it is a
service or a product, like consuming fast food or delivering a
car. In this paper the focus is mainly on
the definitions given by Kotler (1977) and De Vries (2003).
Contrary to services, products are tangible and can be stored.
When a customer purchases a
product, he or she often becomes an owner of the product and
reselling it is often not a problem.
Products and services are terms that are sometimes difficult to
use and assign since they are two
closely aligned concepts. Some definitions of a product even
include services since a service could
also be seen as a product: “[A product is] anything that can be
13. offered to a market for attention,
acquisition, use or consumption that might satisfy a want or
need. It includes physical objects,
services, persons, places, organizations and ideas” (Kotler,
2008, p. 500).
To make the concepts more concrete, products and services can
be distinct in 4 different
categories: “tangible goods[1], tangible goods with supporting
services[2], services with added
goods[3] and pure services[4]” (De Vries, 2003, p. 27). The
first two categories will be used to classify
a product, and the last two categories for a service. The
difference between these two typologies
have been defined here, so that classifying the companies that
will be studied will not be a problem.
2.4 Hypotheses
The question that is to be answered in this paper is “What are
the differences and similarities
in multi-channeling and the use of social Media by companies
from the service- and the product
14. typology in the Netherlands?”. This question is very relevant
today as social media are all around us.
Since product and service based companies have a different way
of operating, it is expected that
there is a difference in multi-channeling and their use of social
media as well. Therefore, the
following hypothesis is stated:
H1: There is a difference in multi-channeling and the use of
social media when comparing
companies from the two different typologies
This research looks at two aspects in the use of social media:
Multi-channeling and the use of
social media. It is expected that the service typology uses less
social media than companies from the
product typology, since there are not many companies of this
typology that are actively engaging
with their customers via social media. Therefore, the following
hypotheses are stated:
H2a: Companies from the service typology use less social media
than companies from the
product typology
15. H2b: Companies from the service typology perform less
activities on social media than
companies from the product typology
3 Methodology
3.1 Research design
A quantitative desk research is chosen to study the social media
use of companies from the
service and product typology. The companies studied consisted
of randomly chosen businesses
whose names start with the letter ‘a’. The companies were
chosen from the database of the Kamer
van Koophandel (KvK); a chamber of commerce where every
legal company from the Netherlands
has to be registered.
Only companies whose name starts with the letter ‘a’ and
sometimes with ‘b’ were studied,
due to the non-usability of the KvK database: In order to get
access to company names randomly
from the entire database (numbers ranging from 1 to 892.851),
it was needed to click through 89.285
pages. The KvK database does not allow to save the current
query and during the visit to their
16. database, it crashed several times which resulted in starting
over clicking through 89.285 pages. This
was impossible to realize, so it was decided to only take the
start of the database by sorting it on the
alphabet and using the letters ‘a’ and sometimes ‘b’.
When accessing the database, a choice was made to only display
the economically active
businesses, so that inactive companies would not endanger the
reliability of our research. Also, only
head offices from companies were selected to be shown in the
database, so that franchise
organizations would not have their name listed more than once.
Finally, to assure a representative
sample several company names were replaced when they
occurred more than twice and implied the
kind of business they were. As replacement for these
companies, businesses starting with the letter
‘b’ were chosen from the database. Examples that have been
replaced are companies that started
with car(auto), administration(administratie) and atelier.
384 Companies were studied, which is a representative sample
with a confidence level of
17. 95% of the entire database of 892.851 with the selections:
� =
�2(��)
�2
Where n = 384, z = 1,96 (for a confidence level from 95%), p =
0,5, q = 0,5 and an error marge ‘e’ of
0,05 (Burns & Bush, 2006).
3.2 Measures
3.2.1 Multi-channeling
First of all, the aspect of multi-channeling will be addressed.
Intentionally, the three most
common used social media in the Netherlands were studied, but
after performing a pilot on ten
companies, it was realized that a fourth social medium could be
worth looking into: Google+. As final
measures we decided to look at: Facebook, Twitter, Youtube,
Google+ and ‘Others’. Besides stating
which social media the companies are using, we counted the
number of different social media
companies were active at, in order to get an idea of the multi-
18. channeling they practice.
3.2.2 Activities
Businesses have been studied based on the following five
activities. Performing these kind of
activities on social media can be of a high value for companies
since social media helps them to
expand their reach relatively cheaply and quickly (Kaplaen &
Haenlein, 2010).
3.2.2.1 Free product reviews over Social Media
An activity that can be very valuable is giving away a product
in exchange for product reviews
over social media. An example of a company that got a boost in
their revenue after performing this
activity is Ford (Wilson et al. 2011). They gave away 100 cars
for free to 100 people who were active
on social media and had a big social network. The users
uploaded their experiences with the car by
posting messages, pictures and video’s. This resulted into an
incredible amount of attention which
had never happened before with a ‘normal’ campaign.
19. 3.2.2.2 Competitions
Another activity that is often seen on social media are
competitions. Users can compete with
each other to win a prize. Since they compete over social media,
it can also be followed by their
network. Competitions can therefore increase the awareness and
acquaintance of a brand or
company. An example of such a competition is the design
competition from the Belgian beer brand
PALM. In 2012 they created a competition where people could
design a new PALM can, by making
scratches on it.
Competitors could upload a picture of their submission on
Facebook and the best three
designs were chosen for the final. The winner was chosen by the
amount of likes and shares given by
Facebook users. During this action, PALM attained many more
fans, which made this action a great
success for them.
3.2.2.3 Discount/Free item
A third activity that is seen a lot, is companies offering
discounts or free items in return for an
20. action (‘liking’, ‘sharing’, ‘tweeting’, ‘reacting’, etc. ) on social
media performed by the user. To
illustrate this activity with a few examples: LIDL (a
supermarket) gave away free advent calendars in
December 2012 in return for liking their page. Their page grew
rapidly. In May 2013, they had
250.000 likers and as a thank-you towards these likers they gave
free ice-creams away to people who
had liked their page.
Another part of this activity is offering discount. An example of
a company that uses this
activity is Kentucky Fried Chicken (KFC). They sometimes
upload discount vouchers on their Facebook
page, which can be printed by their likers to receive discount in
a KFC restaurant.
Another form of this activity worth mentioning is receiving a
free item or discount, with a bit
less certainty; a lottery. Often this is for bigger or more
expensive products or services. Companies
show a picture from one of their products or services on their
account, and one of the likers of that
picture will receive this product for free.
21. 3.2.2.4 Viral Advertising
Turban names the term viral advertising in his book E-
Commerce, The Managerial
Perspective (Turban, 2012, p. 356). Many businesses use viral
advertising in social media. They are
placing a message, picture or video on their page to advertise
for their company. When the post is
relevant or experienced as humorous, it is often shared by many
users. This can result in a quickly
expanding reach for these companies. A fitting example for
viral advertising is the Dutch beer
company Heineken (with the biggest Facebook page in the
Netherlands with more than 12 million
likes). Nearly every day they post a picture with a funny text
that relates to their brand and
sometimes to recent events in the Netherlands. These pictures
often get shared by thousands of
people, and with that they are being spread amongst thousands
of networks.
3.2.2.5 Questions and Support
The last activity that will be looked at is questions and support.
With social media, companies
22. can communicate relatively quick and easy with their
customers. In 2010 the ash cloud from the
Eyjafjallajökull-volcano caused enormous chaos at airports. At
Schiphol, the Amsterdam airport,
many travelers could not depart to their destination. KLM, an
airline company, used social media
very efficient during this chaos. The traditional communication
channels (phone, information desks,
etc.) were overloaded because of the big amount of stranded
travelers. KLM adapted to this and
started monitoring Twitter and gave answers and support via
that channel. This was a solution that
seemed to work very effectively, and now KLM is monitoring
social media non-stop to support their
customers.
3.2.2.6 Other
If any activity is performed that was not listed above, there is a
field for other activities.
4 Results
4.1 Typology
First of all, a distinction has been made between the typology of
a company that was chosen.
23. Based on the four categories that were listed before in the
Theoretical Framework, companies were
classified as service or product based. From the 384 companies
that were studied, 76.6% (294) were
classified as service-based, while only 23.4% (90) companies
were classified as product-based.
With a confidence level of 95% and an error marge of 5%, we
can assume that the percentage of
service-based companies in the Netherlands is between 71.6%
and 81.6%. The percentage of
product-based companies in the Netherlands is therefore
between 18.4% and 28.4%.
4.2 Multi-channeling
Next to the typologies, the number of social media where
companies were active at was
looked into. Most companies (47%) only used one social
medium, 18% did not use any, 17.4% used
two, 8.6% used three, 3.6% used four and only 2.6% used five
social media.
What amount of Social Media does this company use?
24. Frequency Percent Valid Percent Cumulative Percent
Valid
0 69 18,0 18,0 18,0
1 191 49,7 49,7 67,7
2 67 17,4 17,4 85,2
3 33 8,6 8,6 93,8
4 14 3,6 3,6 97,4
5 10 2,6 2,6 100,0
Total 384 100,0 100,0
Figure 1. The amount of Social Media companies use
Google+ is the most used social medium by companies.
However, while gathering the data it
was found out that companies who were only having a Google+
page did not perform any activity on
there. The second most used social medium is Facebook with
26.4%. Twitter is used by 17.2%, other
social media by 12.5% and Youtube is only used by 6%.
Goal of this section was to find out whether companies from
the service or product
25. typologies are using more social media. As can be seen in
Figure 2, A two-tailed T-Test shows that
there is no significant difference (0.055 > 0.05) between the use
of social media and the typology of a
company. Therefore, we reject H2a and cannot state that
businesses from the product typology are
using more social media than businesses from the service
typology.
Figure 2. T-tests on Product vs. Service concerning Multi-
channeling, Activities and Other Factors
4.3 Activities
After studying multi-channeling, the number of activities
companies performed on social
media was examined.
How many different activities does this company perform on
Social Media?
Frequency Percent Valid Percent Cumulative Percent
Valid
26. 0 279 72,7 72,7 72,7
1 54 14,1 14,1 86,7
2 36 9,4 9,4 96,1
3 12 3,1 3,1 99,2
4 3 ,8 ,8 100,0
Total 384 100,0 100,0
Figure 3. How many activities companies perform on Social
Media
The majority of the companies (72.7%) did not perform
activities on social media. Only 14.1%
performed one activity, 9.4% performed two activities, 3.1%
performed 3 activities and finally 0.8%
performed 4 activities. As can be seen in figure 2, there is a
significant difference (0.003 < 0.05)
between number of activities performed on social media and the
typology of a company. Therefor
we accept H2b and can state, with a confidence level of 95%
and an error marge of 5%, that
businesses from the product typology are performing more
activities on social media than businesses
27. from the service typology.
4.4 Other Factors
Other factors that were not defined in the research question, but
were gathered as data,
were whether companies had a website and if they were one-
man businesses or not. It was found
out that exactly 2/3 of the companies studied owned a website,
and that 72.7% of the companies
were a one-man business.
After performing a T-test on both factors (see figure 2), it was
found out that there is no
significant difference (0.165 > 0.05) between the product and
service typology concerning one-man
businesses. This means that there is no reason to believe that a
one-man business occurs more in the
service or product typology.
When comparing the two typologies on owning a website, a
significant difference (0.031 >
0.05) between product and service is visible when looking at
companies that own a website, so it can
be stated (with a confidence level of 95% and an error marge of
5%) that companies from the
28. product typology are more often having a website.
As can be seen in figure 4, when not considering the typologies
of the companies studied, but
only if they were a one-man business or not, no significant
difference (0.196 > 0.05 & 0.751 > 0.05)
was found in their Multi-channeling and use of Social Media.
This means that there is no reason to
believe that one-man businesses are more or less active on
Social Media than more-man businesses.
Figure 4. One-man businesses T-test
4.5 The main hypothesis
Similarities and differences in multi-channeling and the use of
social media of companies
from the product and service typology are looked at in this
research. H2a has been rejected, but H2b
was accepted. There was a difference visible in multi-
channeling social media, but this difference was
not significant. Accepting H2b implies that there is reason to
believe that there is a difference in the
use of social media. According to the findings described above,
H1 can be accepted and it can be
29. stated that there is a difference in multi-channeling and the use
of social media when
comparing companies from the two different typologies.
5 Discussion
5.1 Social Media
As written before, the service industry covers approximately
75% of the employment and
Gross National Product in the Netherlands (Kwakman et al,
2010). This is consistent with the findings
in this study, where it was found out that 76.6% of the
companies were from the service typology.
In the data gathered it was spotted that there was a difference in
the multi-channeling of
social media between companies from the service and product
typology; the mean of social media
used by service based companies was 1.31 and the mean of
social media used by product based
companies was 1.6. However, an independent T-Test
showed(see figure 2) that the difference was
not significant (0.55 > 0.5). The standard deviation of product
based companies(σ = 1.3) was much
30. bigger than the standard deviation of service based companies(σ
= 1.1). Next to that, the sample of
product based companies was much smaller than the sample of
service based companies (294
service/90 product). This is an important limitation of this
research that has to be taken into account,
since with a sample that would have been 50/50 it could have
been possible to identify more
accurate patterns in how companies from the Service and
Product typology use multi-channeling for
Social Media.
An unexpected finding in this research was the low number of
activities performed by
companies on social media by both businesses from the service
and product typology. The average
number of activities performed on social media by product-
based companies was 0.74 and the
average number of activities performed by service-based
companies was only 0.34. Since many
researchers have stressed the importance and value of web 2.0
tools like social media, it was
assumed that the majority of the companies would have actively
been using them. Even though
31. there was a low number of activities, there was a significant
difference (0.003 > 0.05) between the
service and product typology.
Product based companies use more activities than service-based
companies on social media,
while social media are a perfect platform for any kind of
company to get known and get in touch with
their community. Since the service industry is so big in the
Netherlands, it would be very profitable
for many companies from that typology to become more active
on social media. Almost half of the
Dutch population is active at social media, so companies could
expand their reach very effectively by
using it.
An example of a service based company that could profit from
using social media is a local
barber shop. They are not having many customers and
advertisements in the local newspaper did not
result in an increase. By opening a Facebook page, the owners
can invite all their friends and their
current customers (by asking them when they visit the store) to
follow the barber shop. Now they
could start to work on expanding their reach in an effective
way. When creating an announcement
32. which states that every person who brings 30 likers to the page
will get a free haircut, many people
will be triggered to share their page with their friends. In this
way, the barber shop can expand its
reach rapidly and get in touch with many more (potential)
customers than when they only stick to
traditional ways of advertising like in a newspaper.
As mentioned before, much fewer companies were active at
social media than was expected
when starting this research. Andrioli (2010) mentions
deployment anxiety as reason for not using
Web 2.0 tools like social media, which means that companies
can be scared of applying it. This fright
can be caused by fear for online negativity about their brand or
company, because people feel the
need to share something online the most when they are
unsatisfied or angry about something
(Jadoenath, 2011).
Negativity can spread easily online, but also positive actions
can get a lot of attention. If
there happens to be negativity, the company that receives a lot
of criticism can try to engage with
33. this negativity and try to find out what they can do to satisfy
their customers better. A company has
to realize that this is very important, since without customers a
company can’t survive.
An example of a company that engaged with a lot of criticism
via social media is Domino’s
Pizza. Many people posted their opinion about Domino’s pizza
which often included that their pizza-
bottoms tasted like cardboard, that their tomato sauce tasted
like ketchup and that microwave
pizzas were much better. Domino’s Pizza got confronted with
these negative messages and they
decided to launch their campaign the Pizza Turnaround
(Domino’s, 2010). In a short documentary
they show why they decided to launch this campaign and how
they handled the negative reactions
on their product.
Several staff members and cooks are displayed and it can be
seen that they care a lot about
the opinion that people have from their pizza. Because of the
huge number of negative reactions on
their pizza, they decided to start all over and make a new recipe
for their pizza. After doing so, they
34. visited unsatisfied customers with their new pizzas, to show
how important the opinion of their
customers is for them. Thanks to this campaign, Dominos
turnover grew with 14%. This example
shows that even negativity on social media can be turned into
something positive. Social media are
part of many peoples life now and like Li & Bernoff (2010, p.
75) state: “You [companies] cannot
ignore this trend. You cannot sit this one out … You may go a
little bit slower or a little bit faster, but
you have to move forward”.
5.2 One-man businesses and websites
Kwakman et al (2010) showed that companies shrank in the
amount of employees, but the
amount of companies was growing rapidly. The result: many
one-man businesses, a finding that this
research can confirm. From all companies that were studied,
72.7% were one-man businesses. Small
differences were visible in the number of and activities
performed on social media between one-man
businesses or more-man businesses. These differences were not
significant however, so it is not
possible to say whether there is a difference when looking at all
35. the companies in the Netherlands.
Another unexpected finding while gathering the data was that
1/3 of the companies studied
did not own a website. Since there is such a great number of
people connected with the Internet in
the Netherlands, it was assumed that nearly every company is
having a website. Product-based
companies are more often having a website than service-based
companies, but (as can be seen in
figure 2) almost ¼ of the product-based companies are also
without a website. Having a website can
be of great value for companies (De Boer, 2012). People can
find you online and it is possible to give
information about a service or product in any way the company
desires; via text, images, sound or
video, which they can show in any style or design they want.
For both typologies a website can be of
great value, but since service-based companies are having a
website significantly less often than
product-based companies, we stress that especially business
from the service typology should take a
look at the advantages of a website.
36. 6 Conclusion and Recommendations
This research was intended to look into the differences and
similarities in multi-channeling
and the use of social media by companies from the service and
product typology in the Netherlands.
It was found out that many companies are not multi-channeling
and often not performing any
activity on social media. Product-based companies, however,
are performing more activities than
service-based companies. It might be that businesses from the
product typology are multi-channeling
more than businesses from the service typology, but the
difference found was not significant so this
is not proven with this research.
We recommend companies from both typologies to look more
into the possibilities that
social media bring, and use them in a way that fits to their
business. Social media can be used in so
many ways, that nearly each company can have profit by using
it. Going viral, giving support and
organizing contests are examples of activities that can be
performed by basically every business and
that can easily help reaching new customers in an effective way.
37. Especially companies from the
service typology seem to be able to win a lot by spending more
attention on social media, since they
significantly use it less than companies from the product
typology.
It would be interesting if this same research would be done
again in one or two years, to see
whether there is a change in the way companies use social
media. According to the research of CIO
insight (2012), companies are planning to use it more in the
future, so if this research would be
repeated it can be found out if this is indeed what happened.
Future work could also include a more
in-depth research to find out why so few companies are active at
social media. Finding out why social
media is not used that actively could lead to interesting aspects
of this phenomenon that researchers
did not take into account yet. A case study at a few companies
that are not actively using social
media yet could be interesting as well. Finding out accurate
results of active social media use at
companies from both typologies can give an insight that could
trigger more companies to use it.
In conclusion, this paper pointed out a lack of multi-channeling
38. and activity on social media
for the greater part of the studied organizations. Perhaps the
exemplary questions which began this
paper should be revised and ask “Why don’t I like you on
Facebook?” and “Why am I not following
you on Twitter?”.
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65. 384 2 1 1 2 0 1 0 1 0 1 0 0 0 1 0 0
ATTACHMENT II: Variables
ATTACHMENT III: Result Tables Drawn From The Gathered
Data
Frequency tables Social Media:
Which Typology classifies this company?
Frequency Percent Valid Percent Cumulative Percent
Valid
Product 90 23,4 23,4 23,4
Service 294 76,6 76,6 100,0
Total 384 100,0 100,0
Figure 1. The amount of Social Media companies use
How many Social Media is this company using?
66. Frequency Percent Valid Percent Cumulative Percent
Valid
0 69 18,0 18,0 18,0
1 191 49,7 49,7 67,7
2 67 17,4 17,4 85,2
3 33 8,6 8,6 93,8
4 14 3,6 3,6 97,4
5 10 2,6 2,6 100,0
Total 384 100,0 100,0
Does this company use Twitter?
Frequency Percent Valid Percent Cumulative Percent
Valid
No 318 82,8 82,8 82,8
Yes 66 17,2 17,2 100,0
Total 384 100,0 100,0
Does this company use Facebook?
67. Frequency Percent Valid Percent Cumulative Percent
Valid
No 278 72,4 72,4 72,4
Yes 106 27,6 27,6 100,0
Total 384 100,0 100,0
Does this company use Youtube?
Frequency Percent Valid Percent Cumulative Percent
Valid
No 361 94,0 94,0 94,0
Yes 23 6,0 6,0 100,0
Total 384 100,0 100,0
Does this company use Google+?
Frequency Percent Valid Percent Cumulative Percent
Valid
No 95 24,7 24,7 24,7
Yes 289 75,3 75,3 100,0
68. Total 384 100,0 100,0
Does this company use other Social Media?
Frequency Percent Valid Percent Cumulative Percent
Valid
No 336 87,5 87,5 87,5
Yes 48 12,5 12,5 100,0
Total 384 100,0 100,0
Figure 2: Product vs. Service in the amount of Social Media and
Activities
Group Statistics
Which Typology
classifies this
company? N Mean
Std.
Deviation
Std.
Error
Mean
How
69. many
Social
Media?
Product 90 1,60 1,270 ,134
Service 294 1,31 1,092 ,064
How
many
activities?
Product 90 ,74 1,117 ,118
Service 294 ,36 ,725 ,042
one-man
business?
Product 90 ,67 ,474 ,050
Service 294 ,74 ,437 ,025
website? Product 90 ,76 ,432 ,046
Service 294 ,64 ,481 ,028
Independent Samples Test
Levene's Test
for Equality of
Variances t-test for Equality of Means
F Sig. t df
72. Frequency Tables activities:
Figure 3. How many activities companies perform on Social
Media
How many different activities does this company perform on
Social Media?
Frequency Percent Valid Percent Cumulative Percent
Valid
0 279 72,7 72,7 72,7
1 54 14,1 14,1 86,7
2 36 9,4 9,4 96,1
3 12 3,1 3,1 99,2
4 3 ,8 ,8 100,0
Total 384 100,0 100,0
Product reviews
Frequency Percent Valid Percent Cumulative Percent
Valid No 384 100,0 100,0 100,0
Competitions
73. Frequency Percent Valid Percent Cumulative Percent
Valid
No 380 99,0 99,0 99,0
Yes 4 1,0 1,0 100,0
Total 384 100,0 100,0
Discount/Free item
Frequency Percent Valid Percent Cumulative Percent
Valid
No 374 97,4 97,4 97,4
Yes 10 2,6 2,6 100,0
Total 384 100,0 100,0
Viral advertising
Frequency Percent Valid Percent Cumulative Percent
Valid
No 296 77,1 77,1 77,1
Yes 88 22,9 22,9 100,0
74. Total 384 100,0 100,0
Questions/Support
Frequency Percent Valid Percent Cumulative Percent
Valid
No 342 89,1 89,1 89,1
Yes 42 10,9 10,9 100,0
Total 384 100,0 100,0
Other activities?
Frequency Percent Valid Percent Cumulative Percent
Valid
No 349 90,9 90,9 90,9
Yes 35 9,1 9,1 100,0
Total 384 100,0 100,0
Frequency tables other factors
75. Is this company a one-man business?
Frequency Percent Valid Percent Cumulative
Percent
Valid
No 105 27,3 27,3 27,3
Yes 279 72,7 72,7 100,0
Total 384 100,0 100,0
Does this company own a website?
Frequency Percent Valid Percent Cumulative
Percent
Valid
No 128 33,3 33,3 33,3
Yes 256 66,7 66,7 100,0
Total 384 100,0 100,0
76. Figure 4. Oneman business T-Test
Group Statistics
Is this company a
one-man business? N Mean
Std.
Deviation
Std.
Error
Mean
How
many
Social
Media?
No 105 1,50 1,161 ,113
77. Yes 279 1,33 1,132 ,068
How
many
activities?
No 105 ,48 ,889 ,087
Yes 279 ,44 ,833 ,050
Independent Samples Test
Levene's Test for
Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
78. Lower Upper
How
many
Social
Media?
E.v.
assumed
,405 ,525 1,314 382 ,190 ,171 ,130 -,085 ,428
E.v.not
assumed
1,298 182,880 ,196 ,171 ,132 -,089 ,432
How
many
activities?
E.v.
assumed
,809 ,369 ,327 382 ,744 ,032 ,097 -,159 ,223
E.v. not
assumed
,317 176,857 ,751 ,032 ,100 -,166 ,229
Sheet1Com. Nr.TypeOne Man BusinessWebSM.