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

Type

journal article - other

Language

English

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.

Keywords

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

Authors

CHLEBOVSKÝ, V.; PLŠEK, V.

RIV year

2012

Released

4. 12. 2012

Location

Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno

ISBN

1211-8516

Periodical

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

Year of study

LX

Number

7

State

Czech Republic

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",
  journal="Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis",
  year="2012",
  volume="LX",
  number="7",
  pages="111--118",
  issn="1211-8516"
}