It is essential to conduct research in the field of "The Impact of Social Media Marketing on Consumer Behavior," particularly in the fast-paced and competitive environment of the Fashion Retail Industry.The conclusions of this study carry significant significance for the fashion industry in this digital era, when a growing proportion of customer contacts take place online.The research gives insights into effective techniques for grabbing the engagement and attention of consumers, which enables fashion firms to customize the content of their marketing to resonate with their respective target audiences.The research highlights the intertwined nature of consumer decision-making in relation to involvement on social media platforms, advertising, and the impact of influential individuals.In the case studies of FashionVibe, Trend-Style, StyleSense, and GlamourLook, the importance of authenticity, platform-specific strategies, influencer collaborations, and personalized storytelling was highlighted. 

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

The article analyses organizational communication, external communication, organizational communication models and digital communication. A practical quantitative study provides an analysis of the digital communication of Šiauliai District Municipality from the point of view of users. The study reveals how observers perceive the digital communication of Šiauliai District Municipality. Keywords: organizational communication, external communication, corporate communication models, digital communication.

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Analysis of Digital Communication of Šiauliai District Municipality from the Point of View of Users

Live streaming communication is real-time online communication through comments, emojis and videos. The aim of the research is to determine public perceptions about the role of live streaming digital business communication in shaping consumer attitudes, interests and beliefs. Descriptive quantitative and qualitative phenomenological research methods. The research results concluded that live streaming digital business communication is able to increase consumer attitudes, interest and confidence in shopping online because live streaming has a traditional or face-to-face communication concept, thereby reducing the risk of fraud compared to digital businesses that only rely on photos, comments and videos. Therefore, live streaming can be an effective and efficient marketing medium in explaining product information in real-time which can attract consumers to establish communication so that it can increase consumer attitudes, interest and trust. 

Analysis of the Role of Digital Business Communication with Live Streaming Features in Shaping Consumer Attitudes, Interests and Trust

Digital communication and digital oratory have become an integral part of today’s workplace. This research discusses an innovative assessment tool that uses digital oratory and digital video along with YouTube to create opportunities for the students to develop self-efficacy in digital oratory and public speaking. The measurement of the effectiveness through a survey questionnaire displays that the assessment tool met its learning objectives. The assessment tool fostered self-efficacy in digital oratory and improved digital communication knowledge and skills. The article also discusses the challenges and recommendations for implementing this assessment tool in various contexts.

Developing Self-Efficacy in Public Speaking Using Video and Digital Oratory on YouTube

In the current digital era, technology plays a crucial role in facilitating diverse interactions that are essential for pupil engagement in the learning process. This article delves into the perspectives of secondary school teachers regarding the active participation of pupils in school activities through the utilization of digital technologies. The concept of participation is approached from two dimensions: passive presence and active involvement, with a specific focus on the latter, emphasizing active engagement. The study centers on the application of digital resources in Swedish grades 7–9 to promote pupil participation and enhance the learning experience. We examine the use, effectiveness, and areas requiring improvement of existing digital resources. Drawing from prior workshops involving teachers, we aim to elucidate educators’ viewpoints on the role of technology in enhancing pupil participation. Grounded in the Garrison and Andersson’s theoretical framework, the study advances the comprehension of the interactions necessary to foster an effective learning environment, as perceived by educators. The results derived from the thematic analysis yield four themes: 1) Interaction between teacher and pupil, 2) Interaction between pupil and content, 3) Interaction between pupil and pupil and 4) Extended interaction. The study concludes by outlining a set of guidelines in how digital resources can support pupil participation as the response to identified challenges.

Teachers' Perspectives on Using Technology to Facilitate Pupil Participation

The COVID-19 pandemic has cast digital communication competency into sharp relief. Rapid virtualization of how we work and learn has highlighted this challenge for business education. In response, the business communication syllabus must evolve to include digital communication competencies. Most of our students are comfortable with computer and Internet usage. However, our research uncovers a gap between their perceived and actual digital communication competency, as well as indications of stress in their online relationships. This article offers suggestions on creating a business communication syllabus in tune with learner and business needs given that digital communication is rapidly becoming the norm.

Developing Digital Communication Competency in the Business Classroom

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Developing Digital Communication Competency in the Business Classroom