Purpose: The purpose of this paper is to investigate the usage of university Facebook (FB) groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. The factors that can intensify the FB group activities of a university are examined as well as how FB can be used as a marketing tool to improve marketing campaigns. Design/methodology/approach: The study investigates and compares two universities: the University of Novi Sad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey. Findings: An enhanced technology acceptance model oriented toward FB is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the FB group they enrolled on were determined. Common behavioral patterns of the usage tension of the FB group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the FB group. Research limitations/implications: Larger samples should be used for future research. Originality/value: The paper proposes a marketing strategy a higher education institution should follow to more effectively use social networking sites as a marketing tool.

Purpose: Social networking sites and Facebook have grown to become an important channel of interactive marketing communication with consumers for retail. The purpose of this paper is to examine the ways posts characteristics and reactions affect post popularity and engagement in retail brands Facebook pages. Design/methodology/approach: In total, 18 retail brand pages out of the 120 most popular brand pages on Facebook in Greece are examined for a three months’ period (April–June 2016). In all, 2,627 posts are analyzed with the use of OLS regressions in order to identify the characteristics of posts that increase consumers’ engagement, including the newly introduced reaction feature. Findings: The results suggest that richness of content (images and videos) and message length increase the engagement levels and the popularity of posts. Reactions have a positive effect on engagement, and negative reactions stronger than positive reactions, except in sharing. On the other hand, posting time does not seem to have a statistically significant impact on the engagement and popularity of a post. Research limitations/implications: The study was conducted during a period that reactions were only recently introduced by Facebook, therefore users and brands may not have been familiarized with their use. Practical implications: The study contributes to the understanding of consumer engagement with retail brands’ pages on Facebook and social media, and the ways they use reactions and other ways of interactions with brand posts. The results can provide some insight to retailers on how to achieve higher levels of engagement for their brands through their Facebook pages, improving the effectiveness of social media marketing campaigns. Originality/value: The findings contribute in understanding the ways users interact with brand posts in Facebook using reactions, using a number of popularity measures, providing useful insights about reactions, engagement and e-WoM, extending prior research.

Adoption of Enterprise Resource Planning (ERP) systems is considered to be one of the most important technological and organizational innovation in modem enterprises and SMEs, that promote knowledge diffusion, and sound business decision making processes. Notwithstanding the importance of information and knowledge management, especially during periods of crisis, most small and medium-sized enterprises (SMEs) still underestimate the application and the dynamics of Business Intelligence in their decision-making processes when adopting and implementing ERP systems and their marketing oriented subsystems such as Customer Relationship Management (CRM). In this paper ERP systems adoption and implementation by SMEs in the region of Western Macedonia is examined. Special attention is given to the critical factors affecting adoption of ERPs by SMEs and the business intelligence potential of implementing and using ERP during a period of crisis. The factors identified are related with the economic and organizational characteristics of the SMEs surveyed. Our results indicate that although SMEs recognize the advantages and benefits gained by the application of these systems, especially in managing and summarizing heterogenous data, still the business intelligence capabilities of ERP systems are underutilized, as managers do not take advantage of the knowledge and experience gained from using them. The paper concludes with proposals for further research on the implementation of ERP systems and the expansion of business intelligence usage by SMEs

Knowledge of better farming methods has been a crucial step upon which agriculture has grown over time. Knowledge, on the other hand, is a currency transferred from one person to another with the vision to improve the quality of life of the other person. Agricultural knowledge has been transferred from one generation to the next based on the experience of one society and whatever knowledge they have developed in their existence. This shows that possession of a better and deeper understanding of agricultural processes and strategies is vital in developing the agricultural sector within a particular society. Therefore, better ways of acquiring agricultural knowledge together with improved methods of transmission of the same knowledge is primary in the advancement of agriculture within a group of people. In the last years, farming and agriculture have made significant strides in utilizing Information and Communication Technology (ICT), particularly in the realm of growers’ reach to market-based knowledge. Information and communication technology is being incorporated in several interventions that aim to properly educate producers about agriculture. In this context, ICT also helps them hold a competitive advantage in the process. This article addresses numerous cutting-edge initiatives that use Information and communication technology’s purpose of providing agricultural knowledge to farmers. Its assessment focuses primarily on answering the question of the intensity of change brought about by ICT and advisory services in agriculture. This focus enables this review to give a clear and conclusive view of how the two factors are creating a competitive advantage amongst different farmer groups and localities.

The purpose of this paper is to investigate the factors, both internal and external, that impact the adoption of digital governance in public administration. The quantitative data were collected through online questionnaires from 556 public servants, all of whom were enrolled in a Master of Public Administration program, representing a variety of public organizations, in a non-random way. The study draws from a comprehensive literature review and leverages structural equation modeling (SEM) analysis to derive empirical insights. The empirical analysis revealed positive relationships between digital governance, service quality, safety, trust, and transparency within public services. Contrary to previous results, internal factors such as leadership, organizational culture, and skillsets do not exhibit significant impacts. Overall, the study supports the idea that improving the quality of digital services and embracing innovative technologies are key drivers of digital governance in public administration, leading to increased transparency and public trust. These findings can guide policymakers and administrators in implementing effective digital governance strategies tailored to the specific context of each public organization.