Browsing by Author "Jashi, Charita"
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Item Development trends of big data in modern industries(Ivane Javakhishvili Tbilisi State University Press, 2023) Jashi, Charita; Urotadze, EkaterineToday Big Data is an important and valuable resource worldwide. It is difficult to find a single area of public life that does not depend on fast and reliable data transfer. The dimension of big data covers many aspects, starting from the technological base to the set of economic and business models. The potential of big data in the field of marketing is tremendous, the usage of electronic technologies allows companies to analyze consumer behavior, clearly determine which marketing efforts are successful in order to implement an effective marketing strategy. Many researches approved, that Big data and analytics changing the landscape of various industries. Numerous studies and publications have been provided on this highly relevant issue. The aim of the paper is to discuss the development stages of big data, to explore some views of professionals and Big Data`s specific in many industries. The article is based on numerous scientific works and electronic resources. The paper also discusses regarding managing of Covid-19 pandemic and its consequencesItem Environmentally responsible behavior and its importance for sustainable tourism development(Ivane Javakhishvili Tbilisi State University Press, 2018) Jashi, Charita; Jangulashvili, TamarThe paper explores the role of social marketing in sustainable tourism development. The work discusses regarding social marketing triangle- legislation , education and marketing mix and its impact on the behavior of individuals and society.The direct linkage between of education and environmental behavior is highlighted. Increasing influence of social media marketing works positively on the formation of environmental responsible behavior of consumersItem The new context of marketing in social media (conceptual review)(Ivane Javakhishvili Tbilisi State University Press, 2020) Jashi, CharitaThis article is dedicated to the main powerful instrument of marketing – Social media, which altered the environment of marketing, customer’s habits and preferences. The growth of knowledge and experience gave customers more capability and power in the market. This article is based on more than 50 modern publications, websites and blogs. It particularly reviews conceptual aspects of social media marketing and influence marketing. Several surveys have been conducted in Georgia about social media marketing. Unfortunately, scientific work on influencer marketing is almost nonexistent. The work refers to the different steps of the development of digital marketing, the forms and modern methods of social media and influencer marketing. Both of them impact customer’s behavior, their attitude towards different brands and facilitate decision-making process of purchasing. According to the literature, the main differences between social media marketing and influencer marketing are the following: social media marketing concentrates on the rise of popularity of specific brands, while influencer marketing plays its role to influence potential buyers to purchase their product. Influencer marketing positioning brands on social media platform giants like Facebook, Instagram, YouTube, Twitter and etc. The ability of customers to reach the fitting content makes them more mobilized during the decision-making process. Unlike traditional marketing, influencer marketing helps customers make faster and more accurate decisions towards brands and their products. Influencer marketing promotes social advantages and the importance of trust in customers. A lot of researchers think that Influencer marketing has a big potential. It is possible that we witness the substantial increase of influence followers in the near future which will guarantee their financial stability. There is also an idea which promotes the usage of artificial intelligence algorithms and beforehand written texts by companies will be the things of past. Social media is a very important source of communication and marketing. It is always transforming with the ongoing innovations and certainly it is very difficult to predict the future of this field. In the current years, the influencer marketing has been used in many industries, such as design, fashion industry, tourism and medicine. Influencer content is significant and valuable for attracting tourists in the country. Influencer`s impact is high in the buying decision processes of destination places, hotel services, air tickets and tourist agencies. The role of influencer marketing is increasing daily for building effective marketing strategy. Influencers in Georgia are mostly limited to conducting trainings, master classes and writing blogs. There are certain individuals, who aim to inspire a mass brand following, however their income is quite low. How the customers perceive influencer marketing and how correctly and purposefully the latter is used to disseminate information requires further research. This article is the first try to create a conceptual analysis of influencer marketing in Georgia. We think that without methodological and theoretical aspects the research won’t be successful and productive. Considering the importance of this issue, it is necessary to conduct comprehensive research, which should be accessible for marketers working in both practical and academic fields..Item Paradoxes of social marketing in healthcare (in the context of COVID-19 Pandemic)(Ivane Javakhishvili Tbilisi State University Press, 2021) Todua, Nugzar; Jashi, CharitaThe global pandemic of COVID-19 has significantly increased the role of social marketing interventions in healthcare at global and national levels. Planning, shaping and stimulating a new social product - behavior - has become the main agenda of health care systems. The article emphasizes the role of social marketing campaigns to widen public demand for vaccination and transform consumer behavior. The paper relies on the latest works of scientists working in the field of social marketing, official documents, resolutions and conclusions of governments and international organizations. Vaccine supply and demand ratio, serviceability and continuity of services, professionalism of medical staff and community readiness to receive vaccination are the main bases for ending the global pandemic. Particular importance is attached to the introduction and use of all communication tools to encourage changing consumer behavior. Psychological, emotional and physical factors has a huge impact on the motivation of the user to get new behavior! A group of „anti-vaxxers“ that are unfortunately politically, economically or psychologically motivated, are creating messages of vague, mythical content, thus becoming a serious barrier in fully ensuring the vaccination of the population. Appealing to unconfirmed, distorted information, myths, or conspiracy theories about the COVID-19 virus often leads to a syndrome of confusion and uncertainty, although mechanisms to combat the above are less effective both in the world and in Georgia. Confidence in vaccination and the government’s ability to communicate and successfully implement a vaccination program are critical to how well the government can inspire and maintain public confidence in the effectiveness and safety of vaccines. The authority of the state significantly determines the trust of citizens in the vaccine, which is well reflected in the percentage of vaccines in the world. The pandemic has deepened social inequality between population of many countries, lockdown policies provided by many governments hampered the social-economic status of workers. It is crucial to demonstrate the best practices of social marketing implications on vaccination campaigns, which will contribute to stop COVID-19 in the world.