Search results

The smart destination can be defined as a destination that deploys information communications technologies (ICTs) and other technological tools for interactive/participative engagement with prospective visitors. The rationale is to enhance the residents' quality of life as well as the tourists' experiences of the destinations they visit. This chapter discusses about digitization strategies and on marketing superstructures affecting destinations. It advances a conceptual framework through the development of an Attracting, Stay, and Return (ASR) Model that is suitable for smart destinations. It relies on descriptive case studies to conceptualize smart tourism destinations. This contribution reiterates the importance of having a well-designed website that presents appropriate content to entice the prospective travelers' curiosity about destinations. It offers valuable insights and advances new knowledge on smart marketing approaches that are intended to increase the destination management organizations' outreach with tourists at each stage of the ASR Model.

This simple case study tells the story of three young men who started an online business-to-business trading portal for fun, and to help fund them through university. They seized the opportunity of a major assignment to ask a new lecturer, the narrator, to guide them into profitability. Reluctantly, the young men were coerced into a literature survey, which proved surprisingly helpful to them. A simple research project followed, using mixed methods (survey, expert opinion, key account interviews). Based on the survey results and some simple frameworks from the literature, the young men not only completed their exercise, but also went on to turn their hobby into a sustainable business. The business still exists today, based on the simple study conducted some 12 years ago.

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of digital consumers, literature review has been made. The transformation of traditional consumers into digital consumers has been examined within the framework of marketing periods. What are the new types of consumers and demographic and psychographic characteristics of these, and how they are segmented in the market are important issues. Another important issue is how digital environmental factors affect digital consumers when shopping online. Purchasing processes of digital consumers and their behaviors, which channels they use and how they make purchasing decisions play an important role in understanding digital consumer behaviors. After the purchasing decision, it is examined whether digital consumers will transfer their experiences to other consumers, satisfaction and loyalty experiences, and whether they will buy again in digital environmental.

This chapter is part of a strand of studies dedicated to tourism events and territorial marketing strategies and focuses on the role of communication in an event-based strategy. Events can attract tourist flows, spread the territorial image, stimulate investment, and contribute to the territorial brand. Therefore, their role becomes increasingly important for an effective territorial and tourism marketing strategy. In the events sector, communication plays a key role in shaping marketing policies, which increasingly involve interaction between actors and the use of technology. To build and communicate an event is essential to implement social media marketing strategies that foster sharing of content that significantly influences user behavior. However, the academic literature on the role of social media in event management is limited. Therefore, this study has a twofold objective: to conduct a review of the literature to systematize and contextualize existing knowledge and to identify the main benefits and risks involved in the use of social networks in events.

This study aims to explore social media capabilities for recruitment in the context of SMEs from the recruiters’ perspective. The conceptual framework is based on a perspective of the RBV that aims to concentrate specifically on the development of IT capabilities in the use of social media for recruitment purposes. In doing so, this study focuses on the following research questions: How do SMEs use social media for recruitment and what are their particularities? What are the capabilities needed to take advantage of social media for recruitment in SMEs? Have these social media capabilities been developed in SMEs? To answer these questions and build an emergent theory about these specific challenges of the digital era, we conducted an interpretive multiple case study in three Canadian SMEs using social media in their HR practices for at least three years.

It was found that there are four main patterns that explain the use of social media for recruitment in SMEs. First, social media is not the first choice when it comes to choosing a recruitment tool. Second, the use of social media for recruitment is not a structured activity. Third, recruiters use social media the same way they do in their own life. Finally, marketing people are often involved in recruitment practices on social media. These patterns stem from the fact that SMEs have shortcomings in their social media capabilities in general and more specifically in recruitment where gaps exist in terms of knowledge, skills, and attitudes. To our knowledge, this study is the first to explore the use of social media for recruitment and to propose an integrated framework to evaluate social media capabilities. Through the identification and the discussion of a series of practices concerning e-HRM, our results are also helpful in a digital context where SMEs are struggling to keep up with the pace of adoption and use of IT in general.

Today, with the introduction of concepts such as big data, social media, corporate social responsibility and e-commerce have become part of our lives, thus the transition to Marketing 4.0 is accelerating. One of the most vital activities that affect consumers’ purchasing decisions is e-commerce. E-commerce plays a decisive role in purchasing stages and processes. For this reason, e-commerce has become an issue that increases the importance of individuals in the purchasing process and decision every day and needs to be emphasized. In line with all this, the concepts of digital marketing and e-commerce will be handled in a broad framework in this study. Moreover, the digitalization of e-commerce sites will be held in the review of literature beside the environment and techniques that can be used within the scope of digital marketing. New approaches and trends that guide modern marketing are changing day by day. The main reason for this change is based on the rapid transformation in information and communication technologies. For this reason, it is important for marketing managers to adapt to these transformations and to use media and techniques in digital marketing.

Purpose – This chapter examines how sentiment analysis and web-crawling technology can be used to conduct large-scale data analyses of extremist content online.

Methods/approach – The authors describe a customized web-crawler that was developed for the purpose of collecting, classifying, and interpreting extremist content online and on a large scale, followed by an overview of a relatively novel machine learning tool, sentiment analysis, which has sparked the interest of some researchers in the field of terrorism and extremism studies. The authors conclude with a discussion of what they believe is the future applicability of sentiment analysis within the online political violence research domain.

Findings – In order to gain a broader understanding of online extremism, or to improve the means by which researchers and practitioners “search for a needle in a haystack,” the authors recommend that social scientists continue to collaborate with computer scientists, combining sentiment analysis software with other classification tools and research methods, as well as validate sentiment analysis programs and adapt sentiment analysis software to new and evolving radical online spaces.

Originality/value – This chapter provides researchers and practitioners who are faced with new challenges in detecting extremist content online with insights regarding the applicability of a specific set of machine learning techniques and research methods to conduct large-scale data analyses in the field of terrorism and extremism studies.