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• The effect of social media on media consumption and the advertising market

  121-132

  Magdolna Valentina Kardos

  Tímea Gál

  Views:

  460

  Social media has become an integral part of our daily life and has completely transformed our society. While it had a social function at the beginning, it has had an increasing economic potential from the early 2010s. Our research objective was to explore the economic and social effects of social media on our society. Document analysis was applied in the research, thus relevant publications and studies were collected and processed. Based on the research results, it can be concluded that in recent years the time spent with online media consumption has increased dynamically for all generations, both globally and in Hungary. The advertising market rearranged fundamentally due to the change of media consumption, the revenue of the printed media decreased steeply while the online media increased exponentially since the economic crisis of 2008 in particular with social media. Concerns of data protection and significant tax debt came up in the last couple years despite of the social websites. Based on this fact, by establishing equal competition on the media market, the fulfilment of the tax payment and the observance of data protection rules have become reasonable for the state to take stricter actions against the global technology companies.

• The social media’s influence on hungarian women’s health-consciousness

  1-12

  Tünde Erzsébet Buglyó-Nyakas

  Tímea Gál

  Views:

  388

  Online media marketing is getting greater influence on the daily life, on the consumer and purchasing habits and on our health consciousness. The main goal of the research is to explore what the Hungarian women associate with health-consciousness on different social platforms, how their consumer activity look like and what kind of special groups can be formed. First of all, the posts appearing on the topic of health-consciousness on different platforms were analysed through a netnographic research. Then, with the involvement of 409 women, the influencing factors were measured to the participants on these pages in terms of health consciousness via questionnaire survey. As a result, special consumer groups appearing in the social platform were quantified and recommendations were formulated for companies who base their marketing strategy on online arenas.