Peter Murár – Communication Today https://communicationtoday.sk Media, marketing, communication Wed, 25 Jun 2025 09:59:02 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Peter Murár – Communication Today https://communicationtoday.sk 32 32 THE IMPACT OF BRAND-VOICE INTEGRATION AND ARTIFICIAL INTELLIGENCE ON SOCIAL MEDIA MARKETING https://communicationtoday.sk/the-impact-of-brand-voice-integration-and-artificial-intelligence-on-social-media-marketing/ Wed, 24 Apr 2024 06:00:00 +0000 https://communicationtoday.sk/?p=4473 ABSTRACT:
Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency, and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice.

KEY WORDS:
artificial intelligence, brand communication, brand perception, brand-voice integration, social media marketing

04_MURAR-et-al_CT-1-2024Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.4

]]> University Courses as Goods: How to Optimize Portal Information Architecture using Faceted Search https://communicationtoday.sk/university-courses-as-goods-how-to-optimize-portal-information-architecture-using-faceted-search-2/ Sat, 11 Apr 2015 19:55:46 +0000 https://www.communicationtoday.sk/?p=1469 ABSTRACT:
The article deals with the issue of new information architecture for the main section of the Slovak universities’portal. This portal has existed for nine years and is based on traditional portal conventions: a broad structure and many services. Such features alone are insufficient for present-day browsing. These portals and their logic are thus definitely past their time as user behaviour has changed considerably. Two goals were defined in order to advance the concept. First, the information architecture had to be simplified in order to ease the process of locating published information. Second, the information architecture had to be easy to scale as developers were already planning additional expansions to services. The redesign was based on the results of user research. Research involved interviews with six secondary school graduates and open card sorting with further seventeen secondary school graduates. We explored the ways in which students obtained information about their upcoming studies and the manner in which they expected such information to be arranged on a Web site; we also observed the way they used the Web site in real life. This initial user testing confirmed the importance of remodelling the current information architecture as finding the desired information on the current site is quite difficult. The primary issues are: a) a complicated hierarchy that does not match the way in which users locate information; b) some important information is not found where users look for such information; and c) some pages are overloaded by too much information. The hierarchy of the new information architecture places emphasis on the role of searching. Taking a broader, more current perspective, we realised that university studies and shopping online may indeed share many similarities. The selection process demands a reduction in the set of potential results and examining and obtaining detailed information about promising options. Building the information architecture of an academic Web site using faceted search may be a smart way to minimise the number of steps required to access the desired information and to keep the current taxonomy of universities studies intact as well.

KEY WORDS:
higher education, faceted search, information architecture, usability testing

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]]> University Courses as Goods: How to Optimize Portal Information Architecture using Faceted Search https://communicationtoday.sk/university-courses-as-goods-how-to-optimize-portal-information-architecture-using-faceted-search/ Sat, 11 Apr 2015 19:54:28 +0000 https://www.communicationtoday.sk/?p=1467 ABSTRACT:
The article deals with the issue of new information architecture for the main section of the Slovak universities’portal. This portal has existed for nine years and is based on traditional portal conventions: a broad structure and many services. Such features alone are insufficient for present-day browsing. These portals and their logic are thus definitely past their time as user behaviour has changed considerably. Two goals were defined in order to advance the concept. First, the information architecture had to be simplified in order to ease the process of locating published information. Second, the information architecture had to be easy to scale as developers were already planning additional expansions to services. The redesign was based on the results of user research. Research involved interviews with six secondary school graduates and open card sorting with further seventeen secondary school graduates. We explored the ways in which students obtained information about their upcoming studies and the manner in which they expected such information to be arranged on a Web site; we also observed the way they used the Web site in real life. This initial user testing confirmed the importance of remodelling the current information architecture as finding the desired information on the current site is quite difficult. The primary issues are: a) a complicated hierarchy that does not match the way in which users locate information; b) some important information is not found where users look for such information; and c) some pages are overloaded by too much information. The hierarchy of the new information architecture places emphasis on the role of searching. Taking a broader, more current perspective, we realised that university studies and shopping online may indeed share many similarities. The selection process demands a reduction in the set of potential results and examining and obtaining detailed information about promising options. Building the information architecture of an academic Web site using faceted search may be a smart way to minimise the number of steps required to access the desired information and to keep the current taxonomy of universities studies intact as well.

KEY WORDS:
higher education, faceted search, information architecture, usability testing

03_Murár_CT-1-2015  Download

]]> Komunálne voľby 2010 v prostredí sociálnych médií https://communicationtoday.sk/komunalne-volby-2010-v-prostredi-socialnych-medii/ Mon, 17 Feb 2014 09:06:13 +0000 https://www.communicationtoday.sk/?p=552 When not considering the campaign of Barack Obama, the best example of using social media in parliamentary election campaign was the campaign presented by the SaS (Freedom and Solidarity) political party. It has significantly accelerated the setting of social media as tools of the political marketing in the environment of the Slovak political scene. Since the parliamentary elections in June 2010 a sharp increase of the politicians´ interests in social media, especially in Facebook and YouTube, can be seen. This study explores the potential of social media and identifi es key factors of a successful communication. The core of the study is a detailed analysis of the activities of candidates for mayors in municipal elections in 2010. It points out that the main problems of using social media are the ignorance of the social media specifi cs and application of traditional practices and attitudes that do not work in social media.

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]]> The Local Election 2010 In Social Media https://communicationtoday.sk/the-local-election-2010-in-social-media/ Mon, 17 Feb 2014 09:05:15 +0000 https://www.communicationtoday.sk/?p=539 When not considering the campaign of Barack Obama, the best example of using social media in parliamentary election campaign was the campaign presented by the SaS (Freedom and Solidarity) political party. It has significantly accelerated the setting of social media as tools of the political marketing in the environment of the Slovak political scene. Since the parliamentary elections in June 2010 a sharp increase of the politicians´ interests in social media, especially in Facebook and YouTube, can be seen. This study explores the potential of social media and identifi es key factors of a successful communication. The core of the study is a detailed analysis of the activities of candidates for mayors in municipal elections in 2010. It points out that the main problems of using social media are the ignorance of the social media specifi cs and application of traditional practices and attitudes that do not work in social media.

07_Murár_CT-1-2011  Download

]]> Mediálna reflexia smrti Václava Havla a Kim Čong Ila v sociálnych médiách https://communicationtoday.sk/medialna-reflexia-smrti-vaclava-havla-a-kim-cong-ila-v-socialnych-mediach/ Mon, 17 Feb 2014 08:58:10 +0000 https://www.communicationtoday.sk/?p=511 Vaclav Havel and Kim Jong Il had several features in common: they were approximately the same age; for many years they were leading the state and their decisions exceeded far beyond the state’s borders. Their deaths at nearly the same date have attracted considerable attention. But their value and opinion diversity suggests that their deaths and funerals would not be equal as a topic. This study tries to compare the extent and content, by which the world media reported the events through their accounts in social media. It makes both a quantitative and qualitative analyses of all updates of news in selected media which were published from the date of their death until the date of the funeral by means of their accounts in social media. It tries to fi nd out which death was medially more attractive, how long the subject remained in the media attention, but also what stance the media had to their deaths.

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]]> Media Reflection Of Death Vaclav Havel And Kim Jong Il In Social Media https://communicationtoday.sk/media-reflection-of-death-vaclav-havel-and-kim-jong-il-in-social-media/ Mon, 17 Feb 2014 08:53:06 +0000 https://www.communicationtoday.sk/?p=481 Vaclav Havel and Kim Jong Il had several features in common: they were approximately the same age; for many years they were leading the state and their decisions exceeded far beyond the state’s borders. Their deaths at nearly the same date have attracted considerable attention. But their value and opinion diversity suggests that their deaths and funerals would not be equal as a topic. This study tries to compare the extent and content, by which the world media reported the events through their accounts in social media. It makes both a quantitative and qualitative analyses of all updates of news in selected media which were published from the date of their death until the date of the funeral by means of their accounts in social media. It tries to fi nd out which death was medially more attractive, how long the subject remained in the media attention, but also what stance the media had to their deaths.

04_Murár_CT-1-2012  Download

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