Integrated Online Marketing Communication of Companies: Survey in Central and Eastern Europe
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27081869%3A_____%2F15%3A%230000196" target="_blank" >RIV/27081869:_____/15:#0000196 - isvavai.cz</a>
Result on the web
<a href="http://www.lef-tul.cz/sekce/LEF_2015.pdf" target="_blank" >http://www.lef-tul.cz/sekce/LEF_2015.pdf</a>
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
Integrated Online Marketing Communication of Companies: Survey in Central and Eastern Europe
Original language description
The main goal of this paper is to present an explorative research which focused on the approach companies from a sample set to integrated online marketing communication. The paper follows various aspects of the application (instrumental approach) of selected tools ? Facebook, Twitter, company website ? as well as the linking and sharing of information content across these instruments (synergistic approach). The practical benefit of this paper for companies lies in the possibility to compare their onlinemarketing activities with the typical company from our sample. The typical company publishes annually ten items of news on its website, links the website with profiles on social media and shares approximately a third of communication content across communication tools. This paper partially builds on previous published surveys, which focused only on the Czech Republic. The contribution extends the view by adding other countries from the same region and also compares the results with thos
Czech name
—
Czech description
—
Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
—
Result continuities
Project
—
Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
PROCEEDINGS OF THE 12TH INTERNATIONAL CONFERENCE: LIBEREC ECONOMIC FORUM 2015
ISBN
978-80-7494-225-9
ISSN
—
e-ISSN
—
Number of pages
8
Pages from-to
376-383
Publisher name
Technical University of Liberec
Place of publication
Liberec
Event location
Liberec
Event date
Sep 16, 2015
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—