The Importance of Social Media and It’s Relationship to Business Sustainability

For the Selected Businesses in Opol Misamis Oriental

Chapter 1
THE PROBLEM

Introduction

Social media allows businesses to build more meaningful relationships and get
to know future consumers better. A business can build a fan base and receive feedback
from their target audience. It can create new avenues of traffic that lead people to their
products and solidify their identity to the consumer. Social media is more than just a
trend. It is an essential piece of your business marketing strategy. ... Social platforms
can help you connect with your customers, increase awareness about your brand, and
boost your leads and sales in business, sustainability refers to doing business without
negatively impacting the environment, community, or society as a whole increases.
Bottom Line. You can earn more money and boost your bottom line by making your
business more sustainable. Reduced business costs, more innovative strategies, an
improved reputation, and more new customers who value sustainability all work to
increase the amount of money sustainable businesses earn. The ways that social media
can become a platform for sustainable business and a support for the development of
goods and service. At the same time, actions to achieve social sustainability may
unlock new markets, help retain and attract business partners, or be the source for
innovation for new product or service lines. Internal morale and employee engagement
may rise, while productivity, risk management and company-community conflict
improve. This way it appeared the need to efficiently manage existing resources and
to create new long term strategies to satisfy these new concepts. One way to preserve
natural resources would be to transfer a part or the entire economic activity of an
organization online. Sustainable develop is the main driving force of economic change
in the future ( Toma ,2012).

The digital transformation is an accumulation of various digital advancements,

such as the transformation of the web phenomenon. The participatory web that allows
for active userengagement and gather intelligence has been widely recognised as a
value add tool by Organisations of all shapes and sizes to improve business productivity
and efficiency .At the same time, actions to achieve social sustainability may unlock
new markets, help retain and attract business partners, or be the source for innovation
for new product or service lines. Internal morale and employee engagement may rise,
while productivity, risk management and company-community conflict improve. Social
media are fundamentally changing the way we communicate, collaborate, consume,
and create. They represent one of the most transformative impacts of information
technology on business, both within and outside firm boundaries. Due to the spread of
globalization and suppression of trade barriers that used to limit foreign competitors, all
companies either those offering services or those offering products are in continuous
competitions. One strategy used to make sure that a company beats its competitors
through the use of social media in their advertisement (Chive et al, 2008).

According to Safko and Brake (2010) using social media in the organization’s
business implies communicating with the consumers, collaborating inside the
organization as well as with the clients, educating the consumers and the employees
and offering applications and Information in the form of entertainment. On the other
side, using social media in order to promote the organization’s activity implies using
certain marketing methods and technics, and the strategically decisions require the
approval and decision of the organization’s Management. Therefore the respondents
were asked to emphasize which of these 6 concepts:
communication,collaboration,education, entertainment, marketing and management
characterize social media.Businesses are using social media to promote their products
in a new way, and each social media has its distinct purpose that the other media may
not have. When businesses begin to use social media as a marketing tool by building a
strong visible digital online presence, these businesses tends to gain in terms of
productivity because they are able to reach to a wider market on the Internet. This in the
long run brings about an increase in the business.

Theoretical frameworks

This study is anchored on Social media as platform for sustainable business by

Hayward , 2011.This explain the social media and its relationship to business
sustainability.

Social media and the internet in general allow gathering almost fully complete
information before purchasing a certain product or service. The consumer can read all
the existing information about the product or service he is about to purchase, can
compare the offers of different sellers/distributors and can evaluate the information
obtained in this environment with the information from traditional media or from personal
experience. Another characteristic of social media, which influences the consumers'
behavior, is the fact that the information that runs very fast in this environment is in
general generated by the consumer, the manufacturer being unable to intervene too
easily, without identifying itself as such in the discussions regarding a certain product or
service. Therefore, the relationships between consumers and manufacturers can be
maintained with the help of different types of platforms and tools provided by social
media such as: specialized blogs, discussion forums, platforms that provide review and
evaluation services or those that provide services for clients.

The behavior of the actual consumer, of the new consumer is characterized by

the lack of physical barriers, so common in the traditional buying behavior. Therefore,
the consumer/client doesn't interact only with the seller but gathers his information from
various sources. Now, the discussions over a certain product or service aren't being
held only at the level of a certain restrained group of persons, but has become a mass
phenomenon. The main tool provided by social media in order to reach this objective is
the discussion forum. Through the agency of the discussion forums, especially created
by the organization, or through the agency of the existing ones, created by consumers,
business organizations can reach the proposed objectives. By participating at
discussions, with the help of their own specialists, manufacturers can determine clients'
needs as well as their opinions regarding the products and services they offer and by
activating on the discussions forums they can influence the consumer's opinion regard
objectives. The blog is another tool for the manufacturers to influence consumer's
opinion regarding the products and services they provide. The most powerful aspect of
a blog is that it allows the answer to a simple question: ''How can I serve better my
clients?'' (Hayward, 2011).

Conceptual frameworks

The conceptual of the study provides the independent and dependent variables. Figure
1 presents independent variable considering the profile of the respondent in terms of
sex, age, marital status, nationality, location, and educational attainment . Additionally
the social media like Facebook, Twitter, Instagram,YouTube and tiktok that helps to
promote a business or productswith the social media strategies , and with the uses of
social media for businesses , also social media marketing that help for sustaining the
businessess. Moreover dependent focuses more on business sustainability.

Independent Variables Dependent Variables

Statement of the Problem

The study determined the assess of the importance of social media and Its
relationship to business sustainability for the selected businesses in Opol Misamis
Oriental. Specifically sought.

To find answer on the following questions:

• What are the democratic characteristics of people using social media to

considering:
• Sex:
• Age;
• Marital status;
• Nationality
1.1 Educational attainment?
• How many social media users are in;
• Facebook
• Instagram
 • YouTube
• Tiktok
• Twitter
• How to Use Social Media for Business
• Is Social Media Strategies Effective ?
• Educating the Audience
• Promotion Producing Diversified Content
• Micro Influencer Marketing
• Virtual/Argumented Reality
• Video/Livestream
• Why is Social Media Marketing Important and what is its best use in terms of;
• Content marketing/content creating.
1.2. Advertising /sponsorship.
1.3. Influencer marketing.
1.4. Social media management/community management.
1.5. Paid media.
1.6. Building your following.
1.7. Contributing to forums.
1.8. Reviews.

Null hypothesis

Social Media Helps to Reach Out to a Bigger Audience. Almost 90% of

marketers say their social marketing efforts have increased exposure for their business,
and 75% say they’ve increased traffic. It an ideal way to create brand awareness and
stay in contact with your customers. The value of social media expands beyond just the
new opportunities to connect with consumers. It brings value to other aspects of your
business as well, including learning more about your company’s target audience,
building brand awareness and retaining existing customers. Social media can be a
useful tool for businesses, bringing advantages such as engaging with your audience
and boosting website traffic. However there can also be disadvantages, including the
resources required and negative feedback.

Scope and limitation of the study

This study focusses on how to sustain the business with the help of social media.
And it shows that social media play a big role to sustain the business and most of the
business in Opol use Social Media to promote their business through advertizing and
information sharing.

SIGNIFICANCE OF THE STUDY

The outcomes of the study were beneficial to the following:

Business Man and Woman - The result of the study helped business man and men.
Through Social media it can be useful in showing how customers are reacting to
competitors' products and services, as well as customer perceptions of the competitors.

Entrepreneur - This study beneficial to the entrepreneurs because this will give them
an idea on what promotion they will apply in their business. The result of this study will
help them to generate better sales for the progress.

Students - This study is beneficial to the students for this will be their guide on what
specific promotion to use in selling their products in order to generate sales.

Definition of Term

Social Media – This refers to websites and apps that allow users to create and share
content, as well as participate in social networking.

Business Sustainability- This refers to environmental, social, and financial demands

management.
Traditional Media- This refers to any kind of mass-communication prior to the advent of
digital media.

Consumer- This refers to a person who purchases something for non-commercial

reasons, either for oneself or for others.

Manufacturer- This refers to a business that produces a big quantity of commodities

Traditional Buying – This refers to process of purchasing a goods through the use of a
store.

Strategy – is a managerial action taken to achieve one or more of the organization’s

objective.

Productivity- is a measure of the efficiency with which goods or services are produced.

Competitors- is someone, a firm, a team, or an organization that competes with you or

your business. Your competitor is someone who is attempting to defeat you in a race.

Efficiency- refers to the highest level of performance achieved with the fewest number
of inputs and the highest number of outputs.

Internet- Through a huge collection of private, public, business, academic, and

government networks, a globally connected network system facilitates worldwide
communication and access to data resources.

Blogs- a discussion or informational website consisting of discrete, frequently informal

diary-style text entries published on the World Wide Web (posts).

Customer- an individual or business that purchases another company’s goods or

services.

Respondent- a person who has been asked to respond to another person’s

Communication.
 Chapter 2

REVIEW OF RELATED LITERATURE STUDIES

This chapter present the related studies to determine the impact of social media
platform adoption on business sustainability. Because the failure rate of new businesses
in most economies throughout the world is very high, there is always a desire or need to
research the success recipe. As a result, the study’s main goal is to better understand
the social media landscape and how business may make the most of social media
platforms throughout their lifespan. Five in-depth interviews with social media marketers
and individuals working in businesses were done using a qualitative case study
technique. The results show that social media is an important virtual platform for
resource of business to sustain (Hathaway, 2016)Disruptive innovations, according to
the study, reshape the marketplace by building a value network, disrupting established
market participants, products, and alliances. As a result, these technologies have
greatly accelerated the speed of product creation and drastically shortened the product
life cycle (Mujahid et al., 2019). As a result, there is a significant impact on the rate of
innovation and corporate growth. As a result, countries like Finland, Germany, and
Sweden, who have made science, research, innovation, and sustainable development a
national priority, are today among the wealthiest nations on the planet (Petru et al.,
2019). The topic included in this chapter are guided with the variables that stated in
chapter one of the study such as profile of the respondent or social media users ( sex,
age, marital status, nationality, location rural/urban area, educational Attainment). Social
media platforms such as ( Facebook, Instagram, twitter, YouTube, and tiktok ).Social
media strategies For business (educate Your Audience, choose Stories > Promotion.,
Produce Diversified Content Types, try Micro-Influencer Marketing, Capitalize on
Customer Loyalty, e Virtual & Augmented Reality). Social media uses for business
( make Social Media An Essential Part Of Your Business, work With Influencers,
develop Affiliate Partners, run Competitions, Go Live, use Stories, run Ads To Your
Ideal Audience, Learn From Your Analytics. Social media marketing (Content
marketing/content creating, dvertising/sponsorship, influencer marketing, social media
management /community management, paid media, building your following, contributing
to forums and reviews). These variables of related studies greatly helped for better
understanding of the current study.

Profile of the Respondent/ Social Media Users

Age. Some 84% of adults ages 18 to 29 say they ever use any social media
sites, which is similar to the share of those ages 30 to 49 who say this (81%). By
comparison, a somewhat smaller share of those ages 50 to 64 (73%) say they use
social media sites, while fewer than half of those 65 and older (45%) report doing
this.Apr 7, 2021 Filipinos 10 to 64 years old used the internet more frequently for social
media (73.9%) than for research work and e-mail (63.6%). This also held true between
urban and rural areas, between sexes, and across age groups.
DENNIS S. MAPA, Ph. D. Sex. Respondents most often use two social media; this is
true for both men and women. describe the respondents seen that over 50% of the
Facebook users in the 18–28, 29–38, and 39–48 age groups use this social media
“Several times a day“. Women are 6% more active than men on Facebook in the case
of “Several times a day”, and are 3% more active in the case of “About once a day“.
With regard to YouTube, activity on this social media falls as age increases, i.e.,
43.34% of the 18–28 age group and 13.86% of 59+ age group use it several times a
day. Men are daily more active on YouTube than women by more than 10%. YouTube
activity also decreases as income increases, given that 36.36%of those with household
incomes less than $30,000 and 19.92% of those with household with respect to other
social media, 1450 respondents use YouTube, 458 use Twitter, 627 use Instagram.
Marital status - Living with a partner” and “Never been married”. “Never been married”
is the group that uses social media the most, and the group of “Widowed” uses social
media the least; * Income is household income (not individual); The sum of the age,
gender, income, or education groups is not equal to all respondents who marked that
they use Facebook, YouTube, Snapchat, Twitter, or Instagram because a few
respondents refused to answer the age/gender/income/education questions, and 6
respondents refused to answer the question about how often they use the selected
social media; *** Possible answers for education were “(a) Less than high school
(Grades 1-8 or no formal schooling); (b) High school incomplete (Grades 9-11 or Grade
12 with NO diploma); (c) High school graduate (Grade 12 with diploma or GED
certificate); (d) Some college, but no degree (includes some community college); (e)
Two-year associate’s degree from a college or university; (f) Four-year college or
university degree/Bachelor’s degree (e.g., BS, BA, AB); (g) Some postgraduate or
professional schooling, but no postgraduate degree (e.g., some graduate school); and
(h) Postgraduate or professional degree, including master’s, doctorate, medical or law
degree (e.g., MA, MS, Ph.D., MD, JD)“. In the tables, a, b and c were used for “High
school 7or less“; d and e were used for “Some college“; and f, g, and h were used for
“College+“. There were also differences that were confirmed by the Bonferroni post hoc
test with respect to marital status. Married individuals use fewer social media.

Nationality - As of 2021, the Philippines has the highest social media usage rate in the
world and their internet use is 60% higher than the average, at 11 hours a day! That’s
staggering online time. And it’s been that way for the past few years. On social media,
Filipinos spend an average of 4 hours and 15 minutes every day.  making them first
worldwide, followed by Colombia. The most used platform in the Philippines is YouTube
closely followed by Facebook

Educational attainment.
Social media platforms

Facebook - Facebook in itself has created a demand for social media marketing.
Facebook is one of the largest and fastest growing social network sites, which has
developed into a global network. Their goal is to become the operating system of the
internet and to make the world more open and transparent by giving everyone the right
to share and connect (Laudon & Traver, 2008).The amount of web users and social
networks such as Facebook is reciprocally beneficial for marketers and consumers.
Maria Popova of Brandweek (2007) discusses how the nature of Facebook
contributes to the new way consumers view marketing. Popova argues that the site is
a tool in our age of “opinionation”: “I like this, not that, need this, dump that, want this.
“What's in it for me?”. For marketers, these trends will demand more than just
detailing the be nefits of a product. Businesses will also have to focus on “interactive
benefits” – in Popova‟s words, “if I choose to engage with your message, what‟s in it for
me?” (Obermire , 200

YouTube - Although YouTube is primarily a video sharing platform for the general

public, academics are increasingly using it for scholarly purposes (e.g., teaching or scie
nce demonstrations). This article investigates whether YouTube videos are mentioned i
n academic publications, and if so, what are the most common reasons for using interne
t videos in a variety of disciplines. A contextual analysis of citations to YouTube videos
based upon 207 sampled full-text publications indicated that in sciences 70% and in
medicine about half of the citations were created to visual information (e.g., real-time
scientific demonstrations and laboratory experiments) as evidence to support or
illustrate scholarly arguments. However, in arts and humanities YouTube videos were
mostly used for citing artistic performances or visual outputs (43%) such as music,
dance or movie parts
Instagram - December 2010, atform achieved a million users. Instagram had 5 million
users in June 2011, and that number had doubled by September of that
year. As of August 2011, the company announced that 150 million images have
been uploaded to its service. In April 2012, Facebook purchased the service and
reported that more than 30 million Instagram accounts had been created. The platform's
statistics revealed 200 million active users (65% fromoutside the United States),
20 billion images exchanged,1.6 billion "likes" every day, and an
average of 60 million photos posted daily in the summer of 2014. 

Twitter - 295British Journal of Occupational Therapy, June 2013
76(6)OpinionIntroduction Social networking is already a part of everyday life, and its
application and value in research and education in occupational therapy has been
demonstrated (Giordano and Giordano 2011, Bodell et al 2009). Twitter is a widely
used free social networking tool that allows people to share information in a real-time
news feed (Mistry 2011) by posting brief comments on their experiences and
thoughts (Bristol et al 2010). 

Tiktok - Online since September 2016. In 2018, the number of daily active users in
China has already broken through 150 million, and the number of active users is more
than 300 million per month. The overseas version of TikTok has also become the most
frequently downloaded of Apple app store in the world, with more than 500 million active
users every month in the world. It can be said that people across china entered the
TikTok era. TikTok is the leader in the field of music short video social platform, which
focus on vertical reading. TikTok base on the perspective of user centric theory, can
optimize the user experience, meet the needs of users, achieve the goal of users, and
attract users in the aspects

Social media strategies

Educating the Audience - Social Media Helps to Reach Out to a Bigger Audience.
Almost 90% of marketers say their social marketing efforts have increased exposure for
their business, and 75% say they've increased traffic. It an ideal way to create brand
awareness and stay in contact with your customers.Feb 11, 2022

Promotion - One of the main reasons that social media is great for promotional
campaigns is that it allows you to target your audience by their demographics, interests,
and behaviors. Advertising is a huge part of promotion on social media. It's perhaps the
best strategy to use when promoting your business through social media.Social media
allows marketers to connect and engage potential customers where they are at:
LinkedIn, Twitter, Youtube, Facebook, Instagram, and even some of the younger
platforms like TikTok. With a strong social media strategy and the ability to create
engaging content, marketers can engage their audience.Nov 8, 2021

Micro Influencer Marketing - According to MediaKix, micro-influencers are defined as

accounts with anywhere from 10,000-50,000 followers and macro-influencers as
accounts with 500,000-1 million followers.Jun 2, 2021. Capitalize customer loyalty Your
Customer Experience is on center stage. Be A Resource for Your Customers. Be A
Resource for the Community. Meet Your Customers Where They Are Going Now Is The
Time To Train And Improve Your Company's Customer Experience.

Virtual / Augmented Reality - Augmented reality inserts or lays over content into the
real world using a device such as a smartphone screen or a headset. Whereas virtual
reality replaces what people see and experience, augmented reality actually adds to it.

Video//livestream - On your phone or tablet, open the YouTube app. From the bottom,
click Create. Go live. Starting your first live stream may take up to 24 hours. Once
enabled, you can live stream instantly uses.

SOCIAL MEDIA USES FOR BUSINESS

'Social Media' refers to an information stream that takes the form of multimedia-based,
multi-channel networked communication for specific social or corporate reasons on a
variety of websites, each of which has its own user community. The main difference
between social media and traditional news media is that messages are sent not only
from the sender to the recipient, but also from the recipient to the sender (Table 2). This
provides an opportunity to contribute to the creation and dissemination of news and
information through publicly accessible channels that allow for the uploading and
downloading of data, photographs, and videos, as well as e-mailing, texting, and
multimedia messaging. Anyone can post any information, and recipients verify it
themselves, without the need for any intermediaries like as an editor-in-chief, a
publisher, or a censor. While some see this as a real sign of affection, others see it as a
sign of contempt. Another significant distinction between traditional and social media is
that products can be more diverse and tailored to individual needs (low costs of
28Including, for example, mechanisms for exploring resources, a selection of global
names, remote process control, resource management, authorisation, and security.
European Scientific Journal September 2014 /SPECIAL/ issue Vol.1 ISSN: 1857 – 7881
(Print) e – ISSN 1857 – 7431 339 customization for online orders), as well as specialty
items generated by the community. Online communities and forums/bulletin boards,
blogs, and social networking sites are all considered social media in modern marketing
theory [Kotler et al., 2012, p. 586]. As a result, the term "social media" refers to a variety
of interactions that take place on forums and within online communities, as well as on
blogs and social networking sites. However, that categorisation is very subjective: a
social networking site's 'wall' can also function as a discussion forum, and microblogs
can supplement traditional blogs. The broadest category of social media portals is social
networking sites.

Using social media for business.

Using social media for business The most obvious use of social media in
business is for promotional purposes. These actions initially consisted of maintaining
strong customer relations and promoting brands, companies, or products. Marketers
came to realize another characteristic of social media as time went on, namely the
ability to involve customers in the development/shaping of new products. Customer
preferences gleaned from such media proved to be essential in the creation of tailored
advertising. It also opened up new product and service opportunities based on user
needs found through semantic analysis of their postings. As a result, while it appears
evident that social media may be used in public relations and marketing (particularly
word-of-mouth marketing), many Polish businesses take a cautious approach
[Mikowski, 2012]. According to the findings of a short qualitative study conducted
among 22 prominent Polish companies and published in 2012, few organizations
communicate with social media users outside of Facebook [Sumara et al., 2012]. A
study on the use of social media by marketers was conducted by Social Media
Examiner in 2012. A total of 3,813 people responded to a web survey, with half of them
coming from the United States. According to the study, 83 percent of respondents
believe social media is vital for company [Stelzner, 2012, p. 10]. According to the study,
social media marketing provided the following benefits [Stelzner, 2012, p. 15]: enhanced
visibility 29 Enzyklopädie der Wirtschaftsinformatik - Online Encyclopaedia Business
Information Systems in German. 340 (85 percent), increased traffic (69 percent),
provided marketplace insight (65 percent), generated leads (58 percent), developed
loyal fans (58 percent), improved search rankings (55 percent), grew business
partnerships (51 percent), reduced marketing expenses (46 percent), and improved
sales. European Scientific Journal September 2014 /SPECIAL/ edition Vol.1 ISSN: 1857
– 7881 (Print) e – ISSN 1857 – 7431 340 (85 percent), increased traffic (69 percent),
provided marketplace insight (40 percent ).

Work with influencer

Influencer marketing (IM) is a type of social media marketing (not to be confused

with eWoM marketing) that is growing popularity among millionaires, Gen Y, and Z. In
recent years, academics have focused on how influencers can instigate behavioural
change or impact public opinion, with the majority of studies focusing on the use of
influencers as a commercial marketing tool. (Liselot, Steffi, and Marijke, 2020)
Influencer marketing is a marketing approach in which corporations pay identified
influencers to develop and/or promote branded content for their following in order to
increase brand awareness and buy intent. (Lou & Yuan, 2019) Influencer marketing is a
strategy for identifying and targeting market influencers. These influencers established a
new marketing tool for marketers who need to appreciate the relevance of social media
and the critical function it plays in connecting with existing and potential customers
(Brown & Hayes, 2008). (Taillon, Mueller, Kowalczyk, & Jones, 2020) Social media
influencers, also known as SMIs, are becoming increasingly popular among social
media users and advertisers. Celebrities may be social media influencers, but not all
celebrities are social media influencers. (Taillon et al., 2020) These SMIs have a variety
of interests, including entertainment, fashion, and food, and they share their opinions on
personal blogs before quickly turning to social media platforms like Facebook,
Instagram, YouTube, and, more recently, TikTok to gain attention from their following.
(Liselot et al., 2020) The world has now progressed from text to images/pictures, and
finally to videos. Because of the fragmentation of the social media audience, marketers
must spend in the correct social media platforms and SMIs on effective social media
platforms.

Develop Affialaite Partner

Affiliate marketing is a performance-based online marketing channel that is not

as widely used in Finland as it is in other countries such as the United States or the
United Kingdom, where it has been .employed by many businesses for a longer time. In
recent years, however, affiliate marketing has grown in popularity both internationally
and in Finland. (Fogelholm 2012, 107.) In affiliate marketing, the advertiser only pays
their affiliate partners when they generate an action for the advertiser through their web
page, with the action most commonly being a sale. This payment approach gives the
advertiser the best of both worlds: a minimal risk and a high return on investment.
Affiliate marketing is a powerful tool for not just increasing revenue but also increasing
brand awareness. However, it is also creating leads for future actions. (According to
Affinet, 2015).
This chapter delves into affiliate marketing and its various features. The affiliate
marketing process is introduced first, followed by a presentation of the parties
participating in the process and their key functions. The parties are examined and real
examples are provided. The following sections provide an overview of advertising
methods and commission payment structures. Finally, at the end of this chapter, the
risks of affiliate marketing and how to sustain an affiliate program are discussed.

Run competition
Competition is the most effective technique for controlling market processes, as it
allows businesses to operate freely and motivates them to improve their
competitiveness. The relevance of this theme is determined by the level of
competitiveness of an enterprise, area, sector, or country, which is determined by the
economy's development and growth, increasing the innovation process, standard of
living, the country's importance in global markets, and the level of economic security.
Scientific and theoretical aspects of competition were introduced and summarized in
scientific works by A.Smith, D.Rikardo, J.Robinson, E.Chemberlen, A.Marshall
(Marshall, 1993), J.Schumpeter, F.Hayek, and K.Makkonel, S.L.Bryu (McConnell and
Bryu, 1992), M.Porter (Porter, 2005), R.Fathutdinov Yudanov. Y.Bazylyuk (Zhalilo, et
al., 2005), M.Malik, N.Mazur, A.Mokiy (Mokiy, 2010)I.I.i.15, N.Tarnavska (Tarnavska,
2008), P.Sabluk (Sabluk and Kropyvko, 2010), S.Mochernyi (Mochernyi, 2000), I.Pid
(Piddybny and Piddubna, 2007). The goal of this essay is to determine the essence of
the concepts of "competition" and "competitiveness" as fundamental economic
phenomena.

Social Media Marketing

Content Marketing and Content Creating

 In the last decade, content marketing has become the hottest term in marketing.
Although not a new practice, it has grown in popularity (Cespedes & Heddleston 2018).
It's an idea that's as old as marketing itself, but it wasn't acknowledged as such at first.
Notion, but it's been absorbed into advertising as a whole. The term "content marketing"
was coined in the year 2000. It first appeared in the late 1990s, but it really took off in
2008-2009 (i-Scoop 2018). (Cespedes & Heddleston 2018, for example.) Although the
emergence of Social Media was undoubtedly a driving influence in its growing
popularity, its application is not limited to digital marketing (i-Scoop 2018). Consumers
were also a significant factor. Consumers had had enough of intrusive "selling" tactics,
and they didn't want it on their phones. Content marketing was made possible by the
rise of social media (Dembosky & Bradshaw 2011).408 Traditional advertising will be
replaced by marketing, which will provide valuable and engaging information. Plus a lot
more Every day, more people start utilizing social media (Leslie 2018.)

Sponsorship and Advertising

David Orsman was a Massey University BBS(Hons) student in the Department of

Marketing. Evaluation of these may occur, as downloaded by [University of Otago] at
12:59 on February 20, 2014. Because of the scarcity of research, people have come to
rely on a number of assumptions, notably about how sponsorship works and how it can
be measured. Given the parallels between advertising and sponsorship, it is reasonable
to wonder if advertising models could also be used to sponsorship. This study begins by
presenting research findings on sponsorship, then outlining a theoretical explanation for
sponsorship and comparing sponsorship and advertising in the context of Ehrenberg's
(1974) awareness trial reinforcement (ATR) model of advertising.

Influencer Marketing

Influencer Marketing (IM) is a type of social media marketing (not to be confused

with eWoM marketing) that is gaining traction among millionaires, Gen Y, and Z.
Researchers have been interested in how influencers can provoke behavioural change
or effect public opinion in recent years, with the majority of studies focusing on the use
of influencers as a commercial marketing tool. Liselot, Steffi, and Marijke (Liselot, Steffi,
& Marijke, 2020)

IM is a marketing approach in which brands pay recognised influencers to

generate and/or promote branded content for their followers in order to increase brand
recognition and purchase intent. (Lou & Yuan, 2019) IM is a marketing strategy that
identifies and targets market influencers. These influencers established a new
marketing tool for marketers who need to appreciate the relevance of social media and
the critical function it plays in connecting with existing and potential customers (Brown &
Hayes, 2008). (2020, Taillon, Mueller, Kowalczyk, and Jones)

Social Media Management/Community Management

The mobilization of ideas in knowledge networks is the subject of this research.

We use the terms "mobilizing" to describe the process of leveraging relationships to
move other actors in a specified direction (Mouzas and Naude', 2007), and "knowledge
networks" to describe how actors are connected (Swart and Henneberg, 2008). We
explore idea mobilization by evaluating co-publication trends in top HRM journals,
focusing on the structures of knowledge networks in the academic discipline of human
resource management (HRM). Interactions with other people, and the ensuing
embedding in interconnected and web-like structures, according to some scholars.
Relationships are a prevalent feature of modern life (Castells, 2000; Bauman, 2005).
The same can be said of research communities: scholars both impact, and are
impacted on, by the social networks. Academics are not autonomous and self-guiding
actors, but work within a social world (Bourdieu, 2004; Bourdieu and Wacquant, 1992).

Our goal is to better comprehend academic knowledge creation in networks

(Swart and Henneberg, 2008), by identifying the patterns of social networks or "fields of
power" that impact knowledge generation around academic activities (Bourdieu, 1993).
In other words, our task is to build network insight (Mouzas et al., 2008) that reveals
hidden or missed structural connectivities that are difficult to comprehend when focusing
on individual players. "The network of relationships within which we are embedded may
have substantial ramifications for the success or failure of our projects," write Kilduff and
Tsai (2003, pp. 1-2). Because co-authorship suggests a social link (Liu et al., 2005; van
der Merwe et al., 2007), it is preferred over other alternative relationship traits (e.g.
citations or research method). This exemplifies the formation of social capital (Walker et
al., 1997). To discuss the network's specificity, we use the networks of two additional
groups of researchers (ICT and Business-to-Business Marketing) (Vidgen et al., 2007;
Henneberg et al., 2009).

Paid Media

The terms "paid," "owned," and "earned" were invented by advertising

professionals. Brand activities in offline traditional media and online digital media" as
three categories. Paid media, such as television or radio, are "media activity that a firm
or its agents generate." Owned media is defined as "media activity generated by a firm
or its agents in channels controlled by the company."1 Examples include a company's
website and official social media profile.

"Media activity generated by external entities such as customers," such as word of

mouth, is referred to as earned media (Stephen and Galak, 2012). The relationship
between paid and owned media has been studied by marketers. Some studies found
that paid media content could lead consumers to owned media. Others showed the
combined influence of social interactions and owned media. Television's role in building
a loyal audience (Nagy and Midha, 2014). Owned media extends the reach of paid
media and improves brand memory (Harrison, 2013). The current study examines the
effectiveness of sponsored and owned advertising on sales, as well as how they
interact, using brand-level data.

Building your Following

Individuals and families that have been forced to flee their homes due to internal
conflict. Armed conflict must deal with the weakening, if not complete, of the state of the
state of the state of the state of the state of the state of the state of the In their local
communities, societal institutions are breaking down. In addition, internally displaced
people (IDPs) flee to host communities, which are often impoverished and unable to
cope with the inflow.

The most typical strategy to dealing with this humanitarian crisis. The
international community employs a project-based, sequential approach, programmes.
Decisions about these interventions are frequently made. IDPs are not involved,
emphasizing their powerlessness. This technique has been criticized for failing to
provide meaningful participation and, as a result, failing to lead to long-term change
(Chambers, 1995), and it can only meet the basic components of participation described
by Pretty et al (1995).

The following is a case study of a post-conflict transition project in Bosnia and

Herzegovina. Community and Family Services International (CFSI), a Philippines-based
international humanitarian non-government organization, developed an alternative
paradigm of involvement (Muncy, 2000) in Mindanao, Philippines (NGO). This paradigm
approaches engagement, participation, and action in a blended rather than sequential
manner. The process involves IDPs from the moment they are displaced and does not
divide the impacted people's experiences into artificial stages. Individuals have the
freedom to make their own decisions, including whether to return to their homes or
relocate. They are aided in rebuilding communities based on acknowledged needs and
cultural expectations, with long-term results. At the end of the project, the intervention
had sparked new activities in the affected regions to create social capital 3 and
community.

Contributing to Forums

Interest in using the Internet for teaching and learning has exploded in recent
years (see, for example, Collis (1996), Harasim (1993), and McConnell and Banks
(1998) for contemporary projects in the UK setting). Two significant ideas have sparked
this curiosity. For starters, electronic networks allow students to swiftly and readily
access information. This data could comprise lectures, course notes, and links to
relevant online sites, all of which can be updated on a regular basis. Second, networks
allow students to participate in online discussions. This second concept, as well as the
potential for peer exchange and reflection on those exchanges, has piqued the interest
of those working from a constructivist, or at the very least a more general learner-
centered perspective (see, for example, Bonamy (1995), Mason and Kaye (1989), and
Hodgson (1987)). The potential is great, and it is especially apparent in distance
learning courses, which have traditionally provided less possibilities for debate and
discussion. On the other hand, on the internet Forums can also be used to supplement
face-to-face instruction and can be valuable as discussion spaces in their own right. For
learners, forums (and this article focuses on many-to-many asynchronous text-based
conversation) appear to provide four significant benefits:

• a chance to express one's thoughts on a subject and obtain feedback on one's

contribution;

• a chance to reflect on the thoughts and viewpoints of others, especially one's

own

• assistance as and when required;

• a social setting that boosts motivation and encourages learning

Reviews

Individuals can readily share their views and opinions with a global community of
Internet users via the Internet (Dellarocas, 2003), and an increasing number of users
are taking advantage of this possibility. A total of 35% of Internet users in the United
States post their opinions or other items online (Pew Internet & American Life Project,
2006a). Consumer-generated material is being used by an increasing number of
Internet users (CGC). According to eMarketer (2007a), CGC is used by roughly 75.2
million web users in the United States currently, with the number predicted to rise to 101
million by 2011.
 One of the most popular online activities (Pew Internet & American Life Project,
2006b) is looking for travel-related information, and travelers are projected to use this
content more frequently. Several travel-related studies have revealed an increase in the
usage of online travel referrals for the purpose of planning travel (Bonn, Furr &
Susskind, 1999; MacKay, McVetty & Vogt, 2005). Furthermore, electronic word of
mouth (eWOM) can have a major impact on travel-related decisions that have already
been made. According to eMarketer (2007b), among travelers who utilize peer ratings
for hotel bookings, 25% of infrequent 36. Leisure travelers and 33% of frequent
travelers say they've changed hotel reservations based on customer feedback.

Little is known, however, about the specific significance of eWOM at various

phases of travel planning and for specific sorts of travel-related decisions. As a result, a
study was carried out to see how eWOM sources, notably online reviews left by other
travelers, are used in various aspects of trip preparation.