scholarly journals Research on Czech firms’ marketing communication based on social media networks

2012 ◽  
Vol 60 (7) ◽  
pp. 111-118 ◽  
Author(s):  
Vít Chlebovský ◽  
Vítězslav Plšek
Keyword(s):  
Social Media ◽  
Statistical Processing ◽  
Clear Understanding ◽  
Marketing Communication ◽  
Internet Communication ◽  
Main Research ◽  
Social Media Networks ◽  
Bidirectional Communication ◽  
On Line ◽  
Use Of Social Media

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.

Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification

2017 ◽  
Vol 57 (6) ◽  
pp. 727-742 ◽  
Author(s):  
Kevin Kam Fung So ◽  
Laurie Wu ◽  
Lina Xiong ◽  
Ceridwyn King
Keyword(s):  
Social Media ◽  
Social Identity Theory ◽  
Airline Industry ◽  
Brand Management ◽  
Clear Understanding ◽  
Brand Identification ◽  
Social Visibility ◽  
Use Of Social Media ◽  
Media Channels ◽  
Positive Word Of Mouth

Despite consumers’ increasing use of social media channels to make their travel experiences more visible to people within their social networks, brand management research in the tourism literature lacks a clear understanding of how social visibility of consumption affects consumer perceptions of their relationships with the brand. Drawing upon social identity theory and the theory of conspicuous consumption, this study extends the current brand management literature by investigating the role of consumption’s social visibility in the formation of customer brand identification in the era of social media. Using the airline industry as the study context, this study suggests that social visibility of consumption leads to cognitive, affective, and evaluative identifications. The results also indicate that the three components of customer brand identification interact with each other in realizing positive word of mouth communication. The findings highlight the significant benefits of making customers’ travel experiences socially visible to people around them.

Sharing tourism experiences in social media

2017 ◽  
Vol 29 (1) ◽  
pp. 179-225 ◽  
Author(s):  
Marios D. Sotiriadis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Academic Research ◽  
Online Reviews ◽  
Content Type ◽  
Main Research ◽  
Research Themes ◽  
Consumer Perspective ◽  
Use Of Social Media ◽  
The Impact

Purpose The purpose of this paper is twofold: to perform a synthesis of academic research published between 2009 and 2016 regarding the changes in tourism consumer behavior brought about by the use of social media (SM); and to suggest a set of strategies for tourism businesses to seize opportunities and deal with resulting challenges. Design/methodology/approach A volume of 146 peer-reviewed journal articles were retrieved from two major databases. Content analysis of this academic research has been performed, exploring the effects of online reviews on tourism consumers and providers. Findings The content analysis identified three main research themes that were investigated by scholars and classified into two major categories, namely, consumer perspective and provider perspective: the antecedents (factors motivating and influencing tourists); the influence of online reviews on consumer behaviour; and the impact of these reviews on tourism businesses (providers’ perspective). Research limitations/implications This study is based on a literature review and outcomes reported by previous studies; hence, the suggestions are indicative rather than conclusive. Some publication sources were not included. Practical implications This paper suggests a range of adequate strategies, along with operational actions, formulated for industry practitioners in the fields of management and marketing. Originality/value It provides an update of the state of published academic research into SM and an integrated set of management and marketing strategies for tourism providers in seizing the opportunities and dealing with the challenges raised in a digital context.

Impact of Social Media Usage on Information Retrieval Among Undergraduate Students in Faculty of Management Sciences, University of Ilorin

2020 ◽  
pp. 406-436
Author(s):  
Evelyn Olakitan Akinboro ◽  
Taylor Morenikeji Olayinka
Keyword(s):  
Social Media ◽  
Information Retrieval ◽  
Undergraduate Students ◽  
Sources Of Information ◽  
Media Usage ◽  
Social Media Networks ◽  
Gender And Age ◽  
Use Of Social Media ◽  
Types Of Information ◽  
Social Media Network

The chapter examined the impact of social media on information retrieval among undergraduate students in Faculty of Management Science, University of Ilorin. It determined the social media network that undergraduate students are more exposed to for retrieving information, identifying the differences in undergraduate students' usage of social media network for information retrieval based on gender and age brackets, exploring preference for social media compared to other sources of information retrieval system available for students, exploring the types of information retrieved from social media network, and identifying the challenges faced by undergraduates in the use of social media networks. The population of the study was comprised of 3,634 students out of which a sample of 360 was chosen through stratified random technique. A self-designed questionnaire was used to collect data. Five research questions were developed and answered by the study. The findings revealed that undergraduate students' exposure to social media is very high.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2017 ◽  
pp. 1305-1328
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

Crisis Communication in the Age of Social Media and the Case of Dairy Khoury

2021 ◽  
pp. 2181-2196
Author(s):  
Nisrine Zammar
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Communication Strategy ◽  
Clear Understanding ◽  
Organizational Reputation ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Right

The use of social media platforms has become an essential part of today's protocol of reacting to any sudden crisis, due to their interactive nature which allows them to reach vast and heterogeneous audiences. This makes them the right tool that enables the organizations to spread their messages efficiently. Any failure in responding adequately on social media level, would allow rumors and negative contents to circulate uncontrollably, affecting the organizational reputation and recovery. Therefore, the main purpose of this paper is to provide a clear understanding of the crisis communication strategy adopted by Dairy Khoury, a Lebanese firm, on social media, at a time when the new power of social media had not yet been fully measured and estimated. The author will highlight the necessity of a preset crisis communication strategy and the use of social media platforms while dealing with crisis.

Awareness and Use of Social Media

2015 ◽  
pp. 263-278
Author(s):  
S. Thanuskodi ◽  
A. Alagu
Keyword(s):  
Social Media ◽  
Social Media Networks ◽  
Online Social Media ◽  
Online Tools ◽  
Level Of Use ◽  
Social Media Tools ◽  
Use Of Social Media

ABSTRACT In this chapter, Social Media Networks (SMNs), a subset of ICTs, are defined as online tools and utilities that allow communication of information online and participation and collaboration. Additionally, social media tools are websites that interact with the users, while giving them information. It is this two-way nature of SMNs that is central to this argument, and the role they played in the Egyptian uprisings. This chapter further defines the four most widely and effectively used SMNs: Facebook, Twitter, YouTube, and blogging. It is observed that only 81.75% of the respondents have their own blog, 73.64% of the respondents read blogs, while 74.32% of respondents add posts to blogs. The study shows the respondents' extent of level of use of specific online social media by gender.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2016 ◽  
pp. 235-258 ◽  
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

The Influence of Customers Social Media Brand Community Engagement on Restaurants Visit Intentions

2019 ◽  
Vol 10 (4) ◽  
pp. 1-14
Author(s):  
Muhammed Alnsour ◽  
Hadeel Rakan Al Faour
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Behavioral Control ◽  
Strong Relationship ◽  
Perceived Behavioral Control ◽  
Marketing Communication ◽  
Brand Community ◽  
Cross Sectional ◽  
Social Media Networks ◽  
The Relationship

The purpose of this article is to study the relationships between brand community engagement of customers on social media networks and customer behavioral intentions with regard to visiting restaurants where the theory of planned behavior was applied. A conclusive-descriptive, cross-sectional research design was selected in order to determine the degree to which Brand Community Engagement, Attitude (ATT), Subjective Norms (SN), Perceived Behavioral Control (PBC), Restaurant's Visit Intentions (INT) and Visit Behavior (B) are interrelated and associated. The results indicated that BCE does affect customers attitude towards dining out and visiting restaurants and that SN cannot moderate the strong relationship between ATT and intention. In addition, customer intention can weakly predict their behavior of visiting restaurants. The results of this study suggest that management of restaurants should pay attention to their marketing communication strategies through social media restaurant's communities and should focus on how to increase the engagement levels of customers beside understanding and may be changing their attitudes towards experiences in restaurants. This study examined the relationship between Restaurants Brand Community Engagement on social media and customer intentions to dine out and visit restaurants.

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