Пример готовой дипломной работы по предмету: Языки (переводы)
Содержание
Table of figures 3
List of tables 4
List of abbreviations 5
1. Introduction 6
1.1 Problem Formulation 6
1.2 Objectives of the Study 7
2. E-Health solutions: An Industry Overview 8
2.1. Definitions of E-Health 8
2.2 E-Health Technologies 9
2.3 E-Health Advantages and Barriers 11
2.4 E-Health Policy and Regulatory Framework in EU 14
2.5 Global and European E-Health Markets: Size, Segmentation, Key trends 16
3. Social Media Marketing of E-Health Solutions 18
3.1 Social Media as a Tool for Marketing Promotion 18
3.2 Social Media Channels 20
3.3 Social Media Marketing of E-Health Solutions: A Literature Review 23
4. The Study of Social Media Use in E-Health Solution Promotion 25
4.1 Overview of the Study 25
4.2 Method 26
4.3 Results: Quantitative Analysis 27
4.4 Results: Case studies 36
5. Discussion 42
5.1 Using Social Media to Promote E-Health Solutions 42
5.2 Key Benefits and Challenges in Social Media Use for E-Health Solutions Promotion 48
5.3 Limitations and Further Research 51
References 54
Appendix A 58
Appendix B 59
Table of figures
Figure 1 Social media most frequently used by health app vendors (N20) 28
Figure 2 Facebook publication activity and social networking intensity 30
Figure 3 App vendors’ activity in Twitter 31
Figure 4 Comparison of Facebook and Twitter activity 32
Figure 5 Values of Cfb reflecting relative effectiveness of Facebook and Twitter promotional activity 34
Figure 6 SMM evaluational effectiveness of organizations using Twitter, likes per tweet 35
Figure 7 SMM networking effectiveness of organizations, followers per tweet 36
Выдержка из текста
New social media providing tools for various forms of online communication and interaction have rapidly changed social life and business environment. For customers, social media provide access to information on products from various sources, opportunities to share their opinions and experiences thus affecting purchasing decisions of other people, and to directly communicate with companies throughout the world. For organizations, social media provide opportunities for fast dissemination of information, receiving feedback and monitoring market situation. As social media become more and more widespread, its significance for marketers increases enormously. In Europe, almost half of the population are active social media users and their share is constantly growing (Kemp, 2016).
In this situation, companies cannot ignore social media in their marketing strategies and activities. Even if the company have no Facebook or Twitter account or its YouTube channel, social media affect its performance. Customers exchange information and discuss companies and products even when they are nor present and not distribute products electronically. Increasing interest of commercial firms, non-for-profit organizations, and governmental bodies is thus an inevitable step in developing their marketing systems.
Although increasing importance of social media marketing (SMM) is now widely recognized by both marketers and academic researchers, little is known of how social media are actually used by companies in different industries and sectors, and how effective these new tools are for promotional and other marketing purposes. A relevant task for a better understanding of the new channels of marketing communications is thus to study actual SMM practices in particular industries and market conditions.
One of new industries for which social media seem to be a natural choice for marketing is e-health, internally diverse industry developing new IT solutions for medical and healthcare tasks. Although e-health is by definition closely related to new information and communication technologies, and is deeply embedded in the virtual environment of the Internet, surprisingly little is known of how SMM is implemented by the companies working in this industry. The current study addresses this lack of evidence.
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