1,720,964 research outputs found
UNDERSTANDING SOCIAL MEDIA MARKETING ACTIVITIES IN WESTERN BALKANS: EMPIRICAL INSIGHTS FROM KOSOVO
Get PDFDigitalne marketinške aktivnosti putem društvenih medija intenzivno se razvijaju od strane tvrtki u regiji zapadnog Balkana pa je stoga svrha ovog rada istražiti utjecaj marketinških aktivnosti društvenih medija na povećanje prodaje malih i srednjih poduzeća na zapadnom Balkanu, s posebnim naglaskom na Kosovo. Koristeći uzorak od 100 proizvodnih malih i srednjih poduzeća, istraživali smo utjecaj digitalnih marketinških aktivnosti koje se provode putem društvenih medija na povećanje prodaje ili prometa tih malih i srednjih poduzeća. Postignuti rezultati analizirani su probit regresijom. Rezultati pokazuju kako se uglavnom za poslovne aktivnosti u tim malim i srednjim poduzećima koristi Facebook. Također, analizirana mala i srednja poduzeća pridaju veliku važnost mišljenjima i komentarima potrošača izraženim na društvenim mrežama. Svoju poslovnu politiku osmišljavaju/kreiraju na temelju komentara i mišljenja primljenih od online potrošača. Ovo empirijsko istraživanje pruža podatke o provedbi marketinških aktivnosti na društvenim mrežama od strane malih i srednjih poduzeća u regiji Zapadnog Balkana.Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region
The impact of social media activities on raising brand awareness during the COVID-19 pandemic: the case of fashion industry in Kosovo
Get PDFThe aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented
THE IMPACT OF MARKETING MIX FACTORS ON THE CONSUMPTION OF KOSOVAR MILK AND ITS PRODUCTS - CASE STUDY KOSOVO
Get PDFPurpose: The purpose of this paper is to analyze the role of marketing mix factors on the consumption of Kosovar milk and its products in Kosovo.
Methodology: Primary data were collected based on the quantitative method of data collection, the survey questionnaire technique was used. We have compiled the questions in the questionnaire in such a way as to have as much information as possible from the consumers and they are concrete questions that have helped us to reach the goal directly. The data collected from the survey based on the questionnaire were processed through the statistical package for social sciences SPSS. SPSS package will analyze the cross-tabulation method, which will require testing through the Q-square Pearson test with a percentage of accuracy of 95%, which means that the standard variance and deviation through this method should be less than 0.05 %.
Results: In the research are the data of 390 respondents from different cities of Kosovo. The research was done in the period February-April 2021. This questionnaire was distributed by me. The questionnaire was widely distributed to students in universities, but also in other institutions in Kosovo. From the obtained data we understand that milk and its products belong to the group of basic goods, where consumption is daily, and the demand is always increasing. Some factors that affect the consumption of milk and its products are mentioned, where the quality is mentioned as the main factor. According to the research results, consumers will continue to consume Kosovar products, as a result of improving their quality. 85% of respondents stated that they will continue to consume Kosovar dairy products in the future.
Conclusion: The data obtained from the questionnaire will help the companies in identifying the needs and requirements of customers. Based on the research findings will affect the improvement of identified weaknesses and the creation of stronger consumer confidence in products, the creation of competitive advantage, as well as the further growth and development of the companies. 97.7% of respondents said they are consumers of milk and its products
Implementation of Export Marketing in Transition Economies: Case Studies from Kosovo
Get PDFThis paper investigates the state, barriers, challenges and perspective of implementing the export marketing in Kosovo through a number of case studies by using the methodology of target sample survey, which to some extent can make generalizations. Like many developing countries, Kosovo faces a huge trade deficit. While researchers in generally tend to focus on macroeconomic policies to find the causes of deficit in foreign trade and the government undertakes reforms to improve the balance by boosting export, the largest part of the game often has to be played by the companies themselves under whatever macroeconomic actual policies at home and abroad. This is what the findings from this paper suggest when exploring the level and forms of export marketing in the surveyed companies. Although the companies engage in different export marketing activities, none of them reported any prepared marketing strategy in this respect. Instead, they still consider export marketing, which they use as synonymous with international marketing, to be part of their overall marketing strategy and export within department for export. What appears that they need more, isa merger or specialization of these two (export and marketing) into one separate department or the export marketing
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
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