![]() ![]() – This research is the first to offer insights into the issues facing organisations when developing their social media strategy. The second concern was how to strike an appropriate balance between strategies that deliver short-term revenue, and those that build longer term brand loyalty. The first concern was the control of the brand presence and image in social media, and how to respond to the opportunities that social media present to fans to impact on the brand. However, in developing their social media strategies they had two key concerns. ![]() – Clubs agreed that further development of social media strategies had potential to deliver interaction and engagement, community growth and belonging, traffic flow to official web sites and commercial gain. – Due to the emergent nature of social media, and the criticality of the relationships between clubs and their fans, an exploratory study using a multiple case study approach was used to gather rich insights into the phenomenon. UK football clubs are big businesses, with committed communities of fans, so are an ideal context from which to develop an understanding of the issues and challenges facing organisations as they seek to protect and promote their brand online. – The purpose of this paper is to contribute knowledge on the issues and benefits associated with managing brand presence and relationships through social media. Results from our ratings-based online studies with end users (N = 86) and designers (N = 64) show that the proposed approach can automatically create high-quality responsive web layouts for a variety of real-world websites. The paper includes presentation of techniques for runtime adaptation of the designs generated into a fully responsive grid layout for web browsing. Where relevant data is available, these can be further automatically personalized for the user and browsing device. Given an existing web page design and preferences related to design objectives, our integer programming -based optimizer generates a consistent set of web designs. This paper presents a novel approach for automated generation of responsive and personalized web layouts. While RWD has improved the usability of web pages, it is not without drawbacks and limitations: designers and developers must manually design the web layouts for multiple screen sizes and implement associated adaptation rules, and its "one responsive design fits all" approach lacks support for personalization. Over the past decade, responsive web design (RWD) has become the de facto standard for adapting web pages to a wide range of devices used for browsing. ![]()
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