In the context of the COVID19 pandemic, many companies face the problem of declining financial stability. IT companies are unique in this aspect, because their field of activity is entirely based on digital platforms and does not require direct contact with customers. Besides, social media marketing is becoming increasingly popular. The study of the impact of social media marketing on improving the financial stability of IT companies becomes urgent under the conditions of fierce competition, when it is necessary to ensure high rates of financial stability. The aim of the study is to determine the impact of social media marketing on improving the financial stability of IT companies. The sample of the study includes the 20 largest IT outsourcing companies in Ukraine in 2020. The study was conducted using linear regression models, which were tested by the least squares method. The impact of social media marketing was introduced into the model through the use of a dummy variable. The results of the study showed that social media marketing has a positive statistically significant impact on Profitability of Cash, Profitability of Cash Outflow, Profitability of Cash Inflow, Profitability of Net Cash Flow. The obtained results can be used to assess the impact of social media marketing on cash flow indicators and financial stability of IT companies. The study opens up new areas for further research, in particular the impact of the established brand of the IT company in social media on its financial stability.
The article highlights the issues of effective and efficient management of social communications at the enterprise. Analysis of the literature has shown that there is no single approach to determining the essence of social communications of an enterprise. The authors studied the essence and place of social communications in the enterprise; examined in detail their types, advantages and disadvantages. This made it possible to develop a model for managing organisational social communications. The authors also graphically presented main obstacles to effective communications and developed a matrix for the distribution of responsibilities and powers of management staff involved in the process of providing (forming, maintaining or improving) social communications of the enterprise.
Introduction. More and more Internet-media are joining podcasts. This process is becoming a trend. We need to talk about such media, consider podcasts on their platforms as a product that allows these media to become closer, more understandable to their recipients, to change the traditional approach to media consumption. Relevance of the study. Research on the development of podcasts in the online media system is relevant because it gives an opportunity to understand how they are represented in the Internet-media, which media produce them most actively, what genres and topics podcasts offer their listeners. Methodology. The following methods were used in the study: classification – allowed to clearly identify those groups of online media in which podcasts are presented; content analysis – the thematic range of podcasts is clarified; analysis and systematization – made it possible to determine the genre priorities of podcasts in the studied media group. Results. The list of Internet-media producing podcasts, as well as the podcasts themselves, is quite wide. Almost all online media are direct producers of their podcasts. Podcasts are presented in both traditional online media and media that profess the values of so-called “slow journalism”. And podcasts are more widely represented in the last group. It is noteworthy that podcasts are mostly presented in niche media. The thematic range of podcasts depends on the type of media. The widest thematic layer is presented in online media, designed for a wide audience. Niche publications are focused on specific topics, which depends on their direction. The genre potential of podcasts in online media is narrow. Monologues, dialogues and interviews predominate. Use podcasters, reports, documentaries, essays. They testify to the avant-garde of these media. Conclusions. Podcasts are becoming popular in the media field, according to our research. Therefore, we consider it promising to consider the development trends of the above format on various media platforms.
The article examines the visual content of Sumy online media. The peculiarities of development and problem areas of the visual component in local internet publications are determined. It is found out that in general Sumy online media are focused on the global trend, which consists in strengthening visual communication, understanding its role. Despite this, the visual «language» of Sumy online publications is not distinguished by diversity. It is emphasized that local media mostly use a standard set of visual communication tools. The proposed visual content is mostly not distinguished by its uniqueness, exclusivity.
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