Publication detail

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

CHLEBOVSKÝ, V. PLŠEK, V.

Original Title

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

Czech Title

Výzkum využívání sociálních sítí pro marketingovou komunikaci v českých firmách

English Title

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

Type

journal article

Language

en

Original Abstract

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.

Czech abstract

Cílem provedeného výzkumu bylo zmapování a posouzení aktuálního stavu využívání jak tradiční internetové komunikace, tak komunikace prostřednictvím sociálních sítí v rámci marketingové komunikace českých firem. Primární data výzkumu byla získána pomocí on-line dotazníku. Dotazník byl doručen firmám různé velikosti, v různých regionech a z různých odvětví české ekonomiky. Výběr firem proběhl z databáze portálu www.firmy.cz. Pro vyhodnocení bylo k dispozici 1009 vyplněných dotazníků. Dotazník byl rozdělen do tří základních sekcí otázek většinou s možností škálové odpovědi. Výsledky ukazují výrazné rozdíly ve využívání internetových nástrojů v marketingové komunikaci českých firem v porovnání s jejich zahraničními protějšky. Z vyhodnocených výsledků je rovněž patrný značný rozpor mezi vnímáním důležitosti využívání sociálních sítí pro marketingovou komunikaci a skutečným využíváním sociálních sítí v českých firmách. Tento rozpor byl statisticky testován a potvrzen.

English abstract

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.

Keywords

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

RIV year

2012

Released

04.12.2012

Location

Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno

Pages from

111

Pages to

118

Pages count

8

BibTex


@article{BUT95737,
  author="Vít {Chlebovský} and Vítězslav {Plšek}",
  title="RESEARCH ON CZECH FIRMS' MARKETING COMMUNICATION BASED ON SOCIAL MEDIA NETWORKS",
  annote="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.",
  chapter="95737",
  number="7",
  volume="LX",
  year="2012",
  month="december",
  pages="111--118",
  type="journal article"
}