درخت حوزه‌های تخصصی

Considering the organizations’ increasing use of social media, many studies are being conducted in this area. Researchers are faced with a variety of research strategies depending on the nature of the research problem and data. If the right research strategy is not employed, the researcher will lose focus, and the time and effort spent will not necessarily serve the research objectives. When choosing a research strategy, the organization’s characteristics should be taken into consideration; otherwise, it may lead to confounding interpretations of the findings. In this regard, the present study aims to introduce an appropriate research strategy for each maturity stage of the organization under study. To this end, using systematic mapping methodology, about 256 articles published within 2011- 2021 were investigated, and the relationship between the types of research strategy used and the different stages of an organization’s maturity in using social media was reported. Specifically, by synthesizing the social sciences research methodology framework and the social media stage of the growth model, a mapping was developed between the research strategies and maturity stages. Based on this mapping, it is expected that the appropriate strategy for research at the first maturity stage is exploratory, and for the second and third stages are observational and descriptive, respectively. When the organization moves to the fourth and fifth levels, archival and causal strategies are recommended for research. Using the results of this research, researchers will be able to identify the right research strategy for the maturity stage of the organization under study and develop the appropriate research design accordingly.

The influence of disintegration processes on the development of regional trade agreements is revealed. Opportunities and threats to cooperation between Ukraine and the EU within the Deep and Comprehensive Free Trade Area at the state level, for enterprises and the population have been identified. To achieve the aim of the research, the method of hypotheses, the method of developing search questions and questionnaires, the method of expert questionnaire survey of government officials, business community and the scientific community were applied in combination with statistical methods of primary information processing and the software SPSS Statistics 23. The aim of article is to identify threats and opportunities of the Ukraine - EU Free Trade Area and priority forms of cooperation. Ukraine is exposed to disintegration tendencies and destabilizing political processes, influence of loss of control over the most industrially developed eastern territories, disruption and severance of established internal economic ties. The efficiency of cooperation forms in ensuring the stability of international economic relations is estimated. Based on results of the study, practical recommendations were developed for both enterprises (micro-level of international cooperation) and for the government (macro-level). In the context of digitalization and informatization in the global environment and the dynamic growth of the IT sector, international cooperation in this area is becoming especially important. According to the results of the study, Ukraine and the EU have mutual economic interests to develop cooperation in the IT field, which requires support and involvement of both parties in improving regulatory conditions and integration mechanisms.

SCImago Journal Rank (SJR) is one indicator of a journal's reputation.  The value is calculated based on several published journals, such as scholarly journals' scientific impact, representing the number of quotes sent to a journal and the relevance or reputation of journals from which the quotations originate. A high SJR value means that the corresponding journal has a high reputation. This study aims to approach the SJR classification by implementing a machine learning approach. A simple yet powerful method Naïve Bayes Classifier (NBC), is selected. NBC utilizes probability calculations based on Bayes' theorem. However, NBC has an assumption that the attribute values do not depend on each other. This method is optimized using Particle Swarm Optimization (PSO) to overcome this weakness. This study used SJR data of the computer science domain from 2014 to 2017. Publication without Q rank is filtered for better performance. As a result, the accuracy of the proposed method is higher than the baseline. The use of PSO  significantly improves the NBC performance based on the performed T-test. The PSO-NBC selects four of eight features: H index, Cites/ Doc (2 Years), and Ref. / Doc. Overall results show that using PSO-NBC is closer to SJR rather than using mere NBC.

Information technology is becoming a basic tool for many industries, as well as creating an opportunity for direct active communication of all market participants, which significantly increases competition. As a result, customers have a very large selection of goods and services, fairly easy access to them, and significant price diversification. All this leads to new requirements for modern marketing. Modern marketing significantly changes not only the functions but also the approaches to business processes. A highly competitive environment requires companies to use a system of interconnected marketing tools using an integrated marketing approach. The paper is devoted to investigating advertising prices and advertising strategies of Google. The list of major Google products is analyzed. The relevance of advertising strategies to goals, ad placement, message creation, budget constraints, and ad delivery is determined. The difference in advertising prices in different countries has been studied. The cost per click analysis of European countries is carried out. Using the DEA model analyzed advertisement efficiency by VRS technology and input-oriented efficiency for European countries.

Enterprise Social Media (ESM) has been normally embraced by companies to boost team performance and agility for workers. The goal of this study is to investigate the mediating effect of workplace isolation on the relationships among usage ESM, employee agility and Team Performance along with exploration of the moderating influence of workplace Integrational study model. This research adds to corporate awareness in illustrating the impact of ESM use on team performance and employee agility based on theory of social exchange, theory of information processing and the theory of transactive memory. Cross-sectional survey was employed to collect data from telecommunication firms (public & private). 400 respondents were selected through purposive sampling technique and given close ended questionnaires, 348 questionnaires were selected for further analysis; through a number of statistical tools, after screening out the filled responses. It resulted in Suggesting ESM has a favorable effect on Employee Agility and Team Performance, but the negative relationships were observed among workplace isolation and employee agility and team performance. Further, Workplace Isolation mediated the relationship among ESM, Employee Agility and Team performance. Additionally, Workplace Integration strongly moderated the relationship between ESM and Workplace Isolation.  Experts and/or administrators should pay consideration to the impact of using ESM on agility and team performance of the workers. In addition, when implementing ESM to increase team performance they should concentrate on the extent of team diversity. By presenting the relationship between use of ESM, isolation in the workplace, workplace integration, agility of workers and performance of teams; it enriches the ESM use works by exploring the moderating functions of workplace integration while describing the beneficial consequences of workplace integration.

This study assessed the use of social media application significantly influence the students' decision-making to enrol at private higher education institutions (HEIs) within the Malaysian context. The underpinning theory applied in this study was the Theory of Reasoned Action (TRA). A quantitative method, stratified sampling technique and systematic sampling technique applied in this study to test the proposed hypotheses based on a sample of 500 first-year students in their first academic semester at 23 selected private HEIs in Kuala Lumpur and Selangor. Data analysis was carried out using smartPLS software. The analysis outcome of the focal study had expounded a significant positive relationship between the use of social media application and students' decision-making as a direct relationship. Thus, analysis of the structural model had further verified that hypotheses h1 of the focal study were accepted. The result shows a  significant positive relationship between social media application and students' decision-making indicated by a path coefficient of  0.630, t-value of 24.103, and p-value of 0.000.

The motivation of this paper is to examine empirically the effect of social media marketing on value equity, relationship equity and brand equity on fashion apparel brand among Universiti Malaysia Kelantan (UMK) students who have high attributes of internet savvy’s and take delight in undertaking social media marketing. This study is backed by the use and gratification theory that creates desire for amusement and enhancement of information while people use social media marketing.  Data was collected by means of Google Form online survey from a total of 361 respondents. The simple random sampling approach was utilized to collect data from the respondents and data analyzed using the SPSS. The findings indicated that social media marketing activities, which are entertainment, interaction, trendiness, and customization had a positive effect on customers’ equity among students. The results confirm that social media marketing is one of the key success factors in enhancing customer equity. Further, the results showed that interaction is the first concern among the respondents. In other words, the communication between the apparel fashion brands industry with customers is important and helps to create relationships so that customers can get more information about them.

Equity is the basic structural component of the development of any business, so it is important for an industrial enterprise to develop tools to determine its effective management. It it is impossible without conducting qualitative financial analysis, timely and effective adaptation of valuation approaches in the modern conditions of functioning of enterprises. The effective functioning of enterprises is impossible without the use of modern complex methods, which include not only a methodology, a system of indicators, but also modern technologies for their assessment, planning and control. Information management is one of these technologies. To solve the problems of the study we used the method of structural-logical analysis, methods of theoretical generalization and comparative analysis, synthesis and method of grouping of absolute and relative values, graphical method and information management methods. The result of the study is the formation of a comprehensive approach to the financial analysis of the equity of the enterprise on the formed system of four groups of indicators. These indicators take into account the state of equity, its efficiency, ensuring risks in the process of the enterprise and directions of financial analysis.