Case Studies: Digital Marketing Specialists Making a Difference

negates a survey that was conducted in 2019 (Al-Kindi, 2019). The result shows that the hours spent (5 hours) by the respondents using social media networks is lesser than one hour as compared to that study that was published by Al-Kindi (2019) since the previous research said that the Omani respondents used 6 hours of their time in a day using social media 

networks. It is also noted that the present study respondents are not similar to those who answered the previous research (Al-Kindi, 2019). In general, it can be observed that based on the two studies, there is a reduction in hours spent on the use of social media. Concerning the number of friends, it was found that more than eighty percent of the Indonesian respondents 

got more than 100 friends on social media. Lessthan fifty percent of the Omani respondents got more than 100 friends on social media. This result likely supported the idea that building close bond relationships (Yang, 2021) could be why social media users are delighted to have many online friends. However, this idea is not valid for all users. Facebook and YouTube are 

The most common social media platforms

used by the two groups of respondents. Moreover, keeping in contact with family and friends is the common reason for using social media, as revealed by the two groups of respondents. As to participants' dependence on social media, most of the instances are rated by them to some extent. The Indonesian respondents highly rate most of the positive effects of social media use; thus, they felt more about social media than the Omani respondents. To miss the 

positive experiences and emotions that someone else is getting is the indicator the Indonesian respondents consider as having the highest negative effect on them. In contrast, the Omani respondents showed that the use of social media affected a lot on their sleeping patterns. The study was conducted classroom-wise in two different countries. Based on the study results, it can be concluded that the number of respondents as to gender is the 

opposite. There are more female students in Indonesia, while there are more male students in Oman. The two groups of respondents got common ideas in some of the indicators utilized in this study. They have stated that Facebook and YouTube are the typical social media platforms they are using. They also expressed that keeping in contact with family and friends is the reason for common to them why they used social media platforms. They have also 

Shown that their social media dependence

is similar in most instances. On the other hand, the two groups of respondents conveyed different answers to some other issues raised in the study. This can be noticed in the number of hours spent using social media. The Omani participants who are using social media for not more significant than five hours are more excellent in number than the Indonesian participants despite the that the Indonesian respondents have a vast number of friends than the Omani 

respondents. This gives an impression that many Indonesian participants have self-control and general addiction is lesser than the Omani participants. Regarding the effects of social media, the Indonesian respondents felt more of a positive impact of social media than the Omani respondents. To miss the positive experiences aIntegrating social media into the 

innovation process can offer great opportunities for organizations striving for user involvement. Due to the spread of social media in all types of user groups it is, today, possible to engage users all around the world in innovation activities simultaneously. But even if social media usage in innovation activities offers great opportunities, it can be challenging to know 

How to use it to engage users in these

processes. In this paper, the purpose is to discuss and reflect on challenges and opportunities the use of social media for user involvement has. The study reported on is based on a university course in which the students had the assignment to use social media as a tool in their innovation process. The results in this paper show seven challenges that are important to handle when planning and carrying out a user involvement process by means of social 

software. These challenges relates to issues such as, for instance, the selection of social software to use, the timing of the involvement activities and the maturity of the innovation. Introduction The usage of social media is growing fast and is spreading to a variety of usage areas spanning from socializing with friends to innovating with companies. Today it is 

for individuals scattered all over the planet to actively participate in innovation processes due to the globalization and digitalization and this caution for new and improved innovation processes. The potential of using social media as a tool to support the collaboration with potential customers has been highlighted by many authors (e.g. Granat, 2006; Kaplan & 

Conclusion

Haenlein, 2009, 2010; Vasalou, Joinson, Bänziger, Goldie, & Pitt, 2008). Some companies use social media for purposes such as creating brand communities in which their customers can give feedback and suggestions for improv2012). If a company is not active through social media, it is difficult for them to know what is being said and they cannot be actively involved in the conversation (Baker, 2012). But even if social media is a powerful tool for user 

engagement it can be difficult to implement processes and tools that actually create engagement and commitment to the process for those involved. In this paper, we will report on a project in which university students taking a course called Design by means of social media reflect on their experiences from using social media as a tool to support their innovation and design process. Many companies struggles to decide where in the innovation 

process they should use social media and which type of social media to use (Kärkkäinen, Jussila, & Väisänen, 2010). Thus, the purpose of this paper is to identify challenges related to user engagement by means of social media. The remainder of the paper is organized as follows. First we will present an overview of our theoretical approach including social media and user involvement. Thereafter a presentation of the student’s assignments is given 

followed by the results from the study. These results will be discussed according to lessons learned from the project. The paper ends with a presentation of the conclusions that could be drawn from this study. Innovation'through'Social'Media' Social Media can be defined as a group of internet based applications that builds on the ideological and technological foundations of Web 2.0 and it allows the creation and exchange of user-generated content

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