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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" }