Detail publikace

RESEARCH ON CZECH FIRMS' MARKETING COMMUNICATION BASED ON SOCIAL MEDIA NETWORKS

CHLEBOVSKÝ, V. PLŠEK, V.

Originální název

RESEARCH ON CZECH FIRMS' MARKETING COMMUNICATION BASED ON SOCIAL MEDIA NETWORKS

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

Originální abstrakt

Objective of the research described in this article is to make an analysis of the usage of marketing communication using both traditional Internet communication channels as well as Social Media Networks by the Czech companies. Primary research was made through on-line questionnaire. Companies across the branches and size categories within the Czech economy were addressed. Companies were selected from the www.firmy.cz portal. Only companies with their own web domain were addressed. The typical respondents were mostly from middle management, especially managers from the marketing or commercial departments. The final number of questionnaire respondents covered in the research is 1009. The main research method was questioning. The questionnaire consisted of three sections with the scale answer questions mainly. Google Refine was used for data processing and Microsoft Excel for statistical processing and graphic outputs of the research. Evaluated results show significant gaps in usage of Internet communication tools in marketing of Czech companies and also deficiency between clear understanding of the respondents how Social Media should be used in marketing communication and real use in the companies. This deficiency was statistically tested and relation between respondents' perception of the importance of Social Media use for bidirectional communication with stakeholders and non-use of Social Media for bidirectional communication with stakeholders by respondents' company was confirmed.

Klíčová slova

social media, marketing communication, interactive web communication, marketing communication mix, market orientation, e-marketing, digital media marketing.

Autoři

CHLEBOVSKÝ, V.; PLŠEK, V.

Rok RIV

2012

Vydáno

4. 12. 2012

Místo

Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno

ISSN

1211-8516

Periodikum

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

Ročník

LX

Číslo

7

Stát

Česká republika

Strany od

111

Strany do

118

Strany počet

8

BibTex

@article{BUT95737,
  author="Vít {Chlebovský} and Vítězslav {Plšek}",
  title="RESEARCH ON CZECH FIRMS' MARKETING COMMUNICATION BASED ON SOCIAL MEDIA NETWORKS",
  journal="Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis",
  year="2012",
  volume="LX",
  number="7",
  pages="111--118",
  issn="1211-8516"
}