68 research outputs found
E-commerce evolution in Hungary: an investigation of critical succes factor
In this paper we highlight how the use of internet has changed from 2004 to 2009 among
Hungarian companies, how their expectations about the role of e-commerce as a competitive
advantage has evolved and whether perceived benefits of e-commerce show a shift from 2004
to 2009.We investigate the role of environmental factors and market orientation as two
relevant types of critical success factors proposed by the management literature and measure
their impacts on Internet usage, expectations about e-commerce and perceived benefits of ecommerce.
Our findings suggest that market orientation has a positive effect on Internet usage and perceived benefits of e-commerce. Internet usage and expectations are dependent on the vulnerability of the company to its macroeconomic environment. The positive outcomes of joining the EU seem to influence whether a company is able to exploit e-commerce benefits
The New (Marketing) Role of Firms as Media Content Providers – The case of SME’s Strategic Social Media Presence
In the new social media context, it is gradually more common to say that each party can itself be considered
a media content provider, firms included (through their brand pages). This tendency is reflected in a
rising professional field called “content marketing”. This study incorporates the perspective of small and
medium-sized enterprises (SMEs) into the scope of social media (SM) as a marketing communications and
media content distribution system. In an exploratory content analysis of 20 official SM brand pages with
1281 analyzed posts the authors study how SMEs respond to the advent of a new paradigm of marketing
communications with special attention to their usage of media-specific contents. SM impels companies
to eventually rethink the traditional one-way communication flow of their marketing messages and
to incorporate a new, two-way communication into their marketing strategy, where (their engaged and
involved) users can create, modify, share and discuss content related to the firm’s activity. This study’s
preliminary results show that diffusing content generally acts for SMEs as a facilitator to involve fans by
offering a thematized space for them to manifest themselves in company-related topics. Therefore, content
adds to the firms’ possibilities of brand positioning by offering a reflection of fans’ company- and contentrelated
behavior, which is a supplementary source of information
"Lájk első látásra?" – Mi inspirálja a márkák kedvelését az online térben, kis vendéglátóhelyek esetében? ("Like at first sight?" – What inspires liking brands in online social media in the case of small catering establishments?)
A márkatulajdonosok számára elsĹ‘dleges fontosságĂş, hogy feltĂ©rkĂ©pezzĂ©k saját márkaközössĂ©gĂĽket, ezáltal is elĹ‘segĂtve a közössĂ©gi fĂłkuszĂş kommunikáciĂłs tevĂ©kenysĂ©gĂĽket. KĂĽlönösen igaz ez a jellemzĹ‘en kis- Ă©s közĂ©pvállalati formában működĹ‘ vendĂ©glátĂłhelyek számára, ahol a közössĂ©gi mĂ©dia sokszor az egyetlen rendelkezĂ©sre állĂł marketingkommunikáciĂłs eszköz.
Empirikus kutatásunkban fogyasztĂłi narratĂvákat (n=151) elemzĂĽnk a tartalomelemzĂ©s mĂłdszertanával. A válaszadĂłkat arra kĂ©rtĂĽk, hogy Ărjanak kedvenc vendĂ©glátĂłhelyĂĽkkel valĂł kapcsolatukrĂłl az online tĂ©rben. ElemzĂ©sĂĽnkben arra keressĂĽk a választ, hogy a márkaközössĂ©gek tagjai milyen belsĹ‘ indĂttatásbĂłl kerĂĽltek kapcsolatba kedvenc vendĂ©glátĂłhelyeikkel a közössĂ©gi platformokon. Az elsĹ‘sorban fogyasztási Ă©lmĂ©nyekhez kötött kapcsolat online közössĂ©gi tĂ©rbe valĂł kiterjesztĂ©sĂ©re olyan belsĹ‘ motiváciĂłkat tártunk fel, mint a pragmatikusabb informáciĂłközpontĂş indĂttatások (pl. kizárĂłlagos informáciĂłk, naprakĂ©szsĂ©g, vállalati ajánlatok, közössĂ©gimĂ©dia-specifikus tartalmakhoz valĂł hozzáfĂ©rĂ©s igĂ©nye), az Ă©rzelmi kötĹ‘dĂ©s kifejezĂ©se (pl. nosztalgia, ismerĹ‘söknek valĂł ajánlás, szemĂ©lyes Ă©rintettsĂ©g), a társas befolyás (oldalak kedvelĂ©se mint kommunikáciĂłs tartalom, konformitás, önkifejezĂ©s), valamint a vállalati alapkĂ©pessĂ©geken tĂşlmutatĂł egyĂ©b tematikus kapcsolĂłdások. ____ It is of primary importance for brand owners to map their own brand community, in order to
stimulate their social-focused communication activity. This is especially true for typically small
and medium-sized catering enterprises, where in most cases, social media is the only available
marketing communications tool.
In our empirical research, we analyze consumer narratives (n=151) with the methodology of
content analysis. We asked the respondents to write about their relationship with their most
preferred catering establishments in the online social sphere. In our research, we search for
the inner intention by which members of brand communities got connected with their most
preferred catering establishments on social platforms. We revealed such inner motivations for
users extending a primarily experience (an consumption) based relationship to the online social
sphere like rather pragmatic, information-focused intentions (e.g. exclusive information, timeliness, company offers, access claim for social media -specific contents), the expression of emotional binding (e.g. nostalgia, reference for acquaintances, personal involvement), social influence (the like as communication content, conformity, self-expression), and other thematic
linkages beyond core company competences
The Attributes of Social Media as a Strategic Marketing Communication Tool
New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media (SM) is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature (n = 14), we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool
Gazda-vendég kölcsönhatások tanulmányozása NMR módszerrel kalixarének és királis ródium vegyületek körében = Investigation of host-guest interaction of calixarenes and chiral rhodium compounds by NMR spectroscopy
Kutatásaink gazda-vendég kölcsönhatások tanulmányozására irányult, melynek keretében mind a résztvevő partnerek, mind a kialakuló komplexek térszerkezetének, konformációs sajátságainak, dinamikájának valamint sztöchiometriai viszonyainak meghatározását végeztük el. Vizsgálataink során kalixarén szupramolekulák kationokkal, anionokkal és kis szerves molekulákkal, illetve királis ródium vegyületek akirális és királis szelén- és foszforvegyületekkel való komplexképzési sajátságait határoztuk meg, melyekről 13 közleményben és számos előadásban számoltunk be. | The aims of our research were to examine the host-guest interactions. We defined the structure, the conformational behaviour, the dynamic and the stoichiometry of the participant partners and the evolving complex. On the one part we determinated the relations of calixarene supramolecules with cations, anions and small organic compounds, and on the other hand we studied the characteristics of chiral rhodium organic molecules with achiral and chiral selenium and phosphorous compounds. We have presented our results in 13 publications and in several lectures
"Lájkolom Ĺ‘ket, de ennĂ©k is náluk?" – Aktivitásra buzdĂtĂł kis- Ă©s közĂ©pvállalati közössĂ©gimĂ©dia-tevĂ©kenysĂ©gek fogyasztĂłi fogadtatása magyarországi vendĂ©glátĂłhelyek pĂ©ldáján keresztĂĽl ("I like them, but would I eat at their place?" – Encouraging social media activities of small and medium-sized enterprises and their consumerreactions – the case of Hungarian catering establishments)
A vendĂ©glátĂłipari egysĂ©gek kommunikáciĂłjában fontos szerepe van a közössĂ©gi mĂ©diában valĂł jelenlĂ©tnek. Hazánkban a leggyakrabban használt felĂĽlet a Facebook, amely sok ilyen vállalkozás esetĂ©ben kiemelt fontosságĂş, vagy akár az egyetlen reálisan elĂ©rhetĹ‘ marketingkommunikáciĂłs felĂĽlet. Kutatásunkban azt vizsgáljuk, hogy a felhasználĂłk hogyan Ă©rzĂ©kelik a felĂ©jĂĽk továbbĂtott ĂĽzleti cĂ©lĂş informáciĂłkat a közössĂ©gi felĂĽleten, illetve hogy a fogyasztĂłkra milyen mĂ©rtĂ©kű aktivitás jellemzĹ‘ kedvenc vendĂ©glátĂłipari egysĂ©gĂĽk oldalán. Ennek cĂ©ljábĂłl szubjektĂv fogyasztĂłi narratĂvákat (n=151) elemzĂĽnk a kvalitatĂv tartalomelemzĂ©s mĂłdszertanával. A válaszadĂłkat arra kĂ©rtĂĽk, hogy Ărjanak kedvenc vendĂ©glátĂłhelyĂĽkkel valĂł kapcsolatukrĂłl az online tĂ©rben. A "belájkolt" vendĂ©glátĂłipari egysĂ©gek felĂĽleteinek fogyasztĂłk által Ă©szlelt aktivitása segĂtheti a vállalkozásokat abban, hogy alaptevĂ©kenysĂ©gĂĽk elemeinek kommunikálásával, vagy akár ettĹ‘l teljesen eltĂ©rĹ‘ közössĂ©gi stratĂ©giát használva pozicionálják márkájukat. A márkák tudatos tartalommenedzselĂ©se hozzájárulhat továbbá a felhasználĂłk virtuális tĂ©rben valĂł hatĂ©konyabb elĂ©rĂ©sĂ©hez Ă©s bevonásához. ____ Presence in social media is an important element in the communication of catering establishments. The most frequently used platform in Hungary – that is extraordinarily important, or even the only reasonably accessible marketing communications platform for many catering companies – is Facebook.
In our research, we analyse how users perceive the business-purposed information forwarded to them
on the social media platform, and how intensive are the consumers’ activities on their most preferred
catering establishment's site. For this purpose we analyse subjective consumer narratives (N=151) with
the methodology of qualitative content analysis. We asked the respondents to write about the
relationship with their most preferred catering establishment in the online sphere. Perceived activity of
the "liked" catering establishment's platform could help enterprises to position themselves by communicating their core activities, or by using a totally different social strategy. Moreover, conscious content management of brands could contribute to reach and to engage users in the virtual sphere more efficiently
Steric Control of Geminal Lewis Pair Behavior: Frustration Induced Dyotropic Rearrangement
A series of methylene-linked boron/nitrogen geminal Lewis pairs were synthesized and the impacts of sterical effect on their chemical behavior were systematically investigated. Increasing the steric demand around the boron atom is manifested first by an incremental change in the structure of the resulting dative adducts. Accordingly, in the case of phenyl substituents (Alk(2)NCH(2)BPh(2)), formation of head-to-tail dimers/oligomers was observed, while such an intermolecular association was avoided when o-tolyl moiety was introduced [Alk(2)NCH(2)B(o-Tol)(2)], affording only an intramolecular dative complex. Further increase of sterical hindrance to a point (i.e. using mesityl substituents), however, caused a radical change in the structure; a dyotropic rearrangement occurred. Thus, steric interference induced a rearrangement in the geminal pair to relieve or minimize the frustration strain
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