Marketing the Library using Social Media Platforms: The Experience of the University Library Bochum,Germany

Social media is becoming more and more important as a marketing outlet for libraries. Understanding its significance, complexity, yet also its changing nature, is essential in order to productively implement social media into your library’s marketing strategy. This article will not only highlight the many benefits of this, but will also give you insight on how to get started.     

Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India

Increasingly firms are looking to use social media to connect with different stakeholders as plans on building presence on such platforms are becoming part of top-level strategy. The purpose of this study is to identify the factors that would help the Small and Medium Enterprises (SMEs) of India to adopt Social Media Marketing (SMM) mechanisms for improving their business impact. Adoption of SMM by SMEs has considerable impact on the improvement of business outcome of the SMEs. A theoretical model has been developed with the help of theory borrowed from TAM and UTAUT2 with some modifications to explore this impact through business performance, sales, connect with customers, identify customer' needs and creativity of the employees. The theoretical model has been validated empirically using a survey of 310 firms and subsequent analysis have been carried out using structured equation modelling. The results highlight that perceived usefulness, perceived ease of use and compatibility positively affect impact of SMM after adoption by the SMEs. The facilitating conditions have insignificant impact whereas cost has a significant but negative impact on the use of SMM by SMEs. Since there are a few studies in this context, the study contributes to existing literature on the impact of SMM in SMEs in an emerging economy.     

The impact of consumers’ perceptions regarding the ethics of online retailers and promotional strategy on their repurchase intention

Cause-related marketing (CRM) has become increasingly popular and widely adopted by large companies. However, not much attention has been paid to the effect of CRM on small or unknown online retailers. As ethical concerns about the Internet continue to rise, consumers' perceptions regarding the ethics of online retailers (CPEOR) become important when making a purchase decision. This research uses the self-signaling theory to examine how online retailers’ information management and promotional strategy (CRM vs. Price Discount) may emit signals and impact on the consumers’ repurchase intention. It was assumed that a high CPEOR would work better with a CRM-based strategy, which is fundamentally aligning in ethics. However, the experimental results surprisingly revealed that when CPEOR was high, the consumers’ repurchase intention increased in the case of a Price Discount-based promotion when compared to a CRM-based promotion; the effect was the opposite when consumers’ CPEOR was low. ANCOVA was used to analyze the data while setting certain variables as covariates. This research is a meaningful contribution to the literature and serves as an important reference for e-commerce practitioners to understand how they can wisely manage the information on the online storefront to signal their consumers and create an incremental value for the business.     

Mobile consumers and the retail industry: the resistible advent of a new marketing scene

ABSTRACT

Over the last ten years, marketing professionals have invested in various devices aimed at digitalizing the point of sale. Mobile phones, and the connection they open between the digital and physical worlds, are likely to profoundly renew the way organizations build the representations of consumers upon which they operate. This article aims to describe the new, mobile-based market infrastructure that is currently being implemented; the figures of the consumer it builds on and renews for marketing purposes; and the opportunities it offers to create a new marketing scene. We address this question by focusing on the world of physical retail. We show that online commerce websites and http cookies have enabled a connection between three traditionally separate figures of the consumer and associated marketing scenes: the consumer as an audience, as a shopping cart, or as a (loyalty) card. The smartphone carries the promise of pursuing this movement into store aisles. We show, however, that the domestication of physical geography to cultivate mobile consumers is particularly difficult, and so far based on a series of disparate attempts and experiments.     

网络点课下的体育教学管理思路

本文是根据校园网络的技术，在全校教学管理中采用了各类课程的选课网上点击，对于公共体育课程的教学管理中，在软件的设计目标、管理方案上提出了全新的思路。     

市县级电视台优化广告经营方式初探

市县级电视台因其地域性和覆盖限制,难以吸纳大范围的广告客户,在广告发布中存在形式与内容单一,观众关注度、信任度偏低,客户忠诚度低的问题.优化市县级电视台广告经营,关键在于充分发掘其在本地市场的传播潜力,做出比较精准和实际的媒介定位;完善客户经营,提高广告客户的忠诚度;并借助平面、广播、邮递等形式进行整合营销传播,从而增加传播的效果.     

多媒体(外语)教学在网络环境中的应用

信息时代的到来翻开了人类认识世界的新一页;它也向传统的教学方式提出了新的挑战.同时,随着各种网络技术的出现,如何在网络环境中探索信息时代的教学模式,它成了每一个教师都无法回避的现实;同时,它也为教学改革提供了新的机遇.行动起来,努力实践,探索适合时代发展的高效、优质的教学模式就是我们的最好对策.     

Use of Louisiana's Digital Cultural Heritage by Wikipedians

Analysis of how cultural heritage institutions' (CHI) digital assets are being cited on Wikipedia can be beneficial to understanding user needs and interests as well as priorities for collection development and digitization. This case study details an analysis of Wikipedia links to online resources from Louisiana cultural heritage institutions in order to determine what types of cultural heritage resources users are citing on Wikipedia, what is the content of the Wikipedia articles with Louisiana CHI citations, and how this can influence the work of CHI. The results of the study include findings that digital library items and archival finding aids are the most cited sources from cultural heritage institutions on Wikipedia and are particularly popular for Louisiana-specific Wikipedia articles on society and the social sciences and culture and the arts. Some possible strategies for determining digitization and collection development priorities based on these findings are also detailed.     

略论博物馆的市场营销理念

博物馆引入市场营销理念与策略将有利于合理利用博物馆资源,发现市场机会,提高博物馆的经济效益和社会效益。     

英语网络学习的易接触性

本文根据由广东省教育厅立项的《英语国家概况》网络教学实验，以充足的统计数据描述和论证英语网络教学以异时异地性的方便、可选择性的余地以及以人为本的交互性方式构建了自身的易接触性。