Smart technologies and social media in business


In the following article “Smart Technologies and Social Media in Business” is examined how rapid growth of everyday technologies during 21st century has changed user experiences, how business was forced to react and how would we could describe relationship of business and user nowadays. Theoretical and historical information is expanded with quantitative research with the purpose to look how previously mentioned changes influenced business. In these researches are used TOPSIS and EDAS method of evaluation, which showed that not only good financial indicators, but user engagement creates a successful environment for business. The results show that it is often assumed incorectly that the company with the highest turnover is well known and most effecient in creating corporate awareness. While assesing four multinational corporations we found that social media, rather than sales or advertising spend, was a decisive factor in corporate awareness. These results can be used as a basis for planning business investment in technology and marketing campaigns.

Article in Lithuanian.

Išmaniosios technologijos ir socialinė medija versle


Straipsnyje nagrinėjama, kaip spartus technologijų tobulėjimas pakeitė vartotojų patirtis, kokiais būdais privertė reaguoti verslą ir koks susiformavo vartotojų bei verslo tarpusavio ryšys. Teorinė ir istorinė informacija yra papildoma kiekybiniu tyrimu, kurio tikslas – įvertinti, kokią įtaką verslui turi minėti pokyčiai. Tyrimui panaudoti TOPSIS ir EDAS vertinimo metodai, kurie parodo, kad ne tik geri finansiniai rodikliai, bet ir vartotojų įsitraukimas į socialinę mediją lemia verslo sėkmę. Tyrimo rezultatai rodo, kad dažnai daroma prielaida, jog įmonė, turinti didžiausią apyvartą, yra gerai žinoma ir efektyviausiai pasiekia žinomumą, nėra teisinga. Įvertinus keturias daugiašales korporacijas nustatyta, kad socialinė medija, o ne apyvarta ar išlaidos reklamai yra lemiamas korporacijos žinomumo veiksnys. Šiais rezultatais gali būti remiamasi planuojant verslo investicijas į technologijas ir įvairias rinkodaros kampanijas.

Reikšminiai žodžiai: technologijos, socialinė medija, žinomumas, vartotojai, įsitraukimas, bendruomenė, sekėjų skaičius, finansiniai rodikliai.

Keyword : technologies, social media, knowledge, users, engagement, community, number of followers, financial indicators

How to Cite
Nedvecki, V., & Smaliukienė, R. (2020). Smart technologies and social media in business. Mokslas – Lietuvos Ateitis / Science – Future of Lithuania, 12.
Published in Issue
Jun 26, 2020
Abstract Views
PDF Downloads
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.


Alim, L. (2019). The impact of industrial revolution to marketing. Electronic Research Journal of Social Sciences and Humanities, 1(4), 114–122.

BankMyCell. (2019). How many phones are in the world?

Bohmer, M., Hecht, B., Schoning, J., Kruger, A., & Bauer, G. (2011). Falling asleep with angry birds, facebook and kindle – a large scale study on mobile application usage. In Proceedings of the 13th International Conference on Human Computer Interaction with Mobile Devices and Services (pp. 47–56).

Buffer. (2019). State of social: How marketers across the globe think about social media, what’s working, how the industry is changing, and more.

Chaffey, D. (2018). Mobile marketing statistics compilation.

Gandhewar, N., & Sheikh, R. (2010). Google android: an emerging software platform for mobile devices. International Journal on Computer Science and Engineering (IJCSE), 12–17.

Gevelber, L. (2016). How dayparting can help you tap into consumer micro-moments.

Horvath, S. (1998). Booksellig on the internet: A future that works. Logos, 9(1), 18–23.

Keshavarz Ghorabaee, M., Zavadskas, E. K., Olfat, L., & Turskis, Z. (2015). Multi-criteria inventory classification using a new method of Evaluation Based on Distance from Average Solution (EDAS). Informatica, 26(3), 435–451.

Mohsin, M. (2019). 10 social media statistics you need to know in 2019 [Infographic].

Nielsen. (2018). Juggling act: Audiences have mored media at their disposal and are using them simultaneously.

Olson, D. L. (2004). Comparison of weights in TOPSIS models. Mathematical and Computer Modelling, 40(7–8), 721–727.

Perrin, A., & Anderson, M. (2019). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018.

Rowles, D. (2017). Mobile marketing – how mobile technology is revolutionizing marketing. In Communications and advertising (2nd ed.). Kogan Page Limited.

Ruiz Ortega, M., & Garcia-Villaverde, P. (2018). How structural embeddedness leads to pioneering orientation. Technological Forecasting and Social Change, 1–51.

Shcherbakova, E. (2020). The impact of the presence on social media channels on brand recognition and growth of software startups. Journal of Advancements in Economics, Finance & Accounting, 6(1), 67–77.

Shimray, S., & Ramaiah, C. (2019). Use of internet through mobile devices: a survey. SRELS Journal of Information Management, 56(2), 100–105.

Smith, C. (2019). 140 amazing smartphone statistics and facts.