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Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online communications, is shaping a new informational ecosystem, where the power of supporters and detractors is multiplied. Democratization brought about by new technologies enables any individual to generate content and create their own communities and audiences. This context implies important challenges for corporate reputation management, where reputation is understood as a set of collective evaluations that an organization evokes in its stakeholders and that are able to lead to valueâ generating behaviours. Thus brands may only be successful if they are able to participate in those networks that are interesting for their stakeholders and establish longâterm relations, unleashing favourable behaviours. In this scenario, corporate communication is making a Uâturn, and companies are likely to face a new challenge â brand journalism, a new way of communication brought about by the influence of the Internet and the proactive attitude assumed by stakeholders. The present report summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance. The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the realâtime network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. The report identifies relevant content for different audiences and helps to map key reputational risk areas for companies.
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In the recent yearĂ¹ùâÂŹĂąâÂąs development of Internet is an increasingly important factor in todayĂ¹ùâÂŹĂąâÂąs lifestyle. As online advertising budgets of marketers are growing every year, internet advertising has developed in similar way. The following types of online advertisement: banner advertisement, pop-up advertisement, web advertising also called. To deliver promotional marketing messages to consumers, internet advertising can be used as internet advertising is a type of marketing. Fast retrieval of the relevant information from databases has always been a significant issue. Data clustering is one of the chief techniques among the numerous techniques developed for this purpose. Social media is the collaborative tools used for communication that helps the companies to gain the potential users and makes them visible who have no knowledge of their products. Companies can locate target users by analysing their interests, in particular brand and for this purpose social media advertising can be used. It will lead to a systematic approach by developing a technique to effectively improve the marketing plans. This can be possible if we are using data mining clustering algorithm to find out key users to rise up the marketing tactics in internet advertisement. It describes the general working behaviour, the methodologies followed by these approaches and the parameters which affect the performance of these algorithms. The main objective of this paper is to gather more core concepts and techniques in the large subset of cluster analysis.
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