Social Media Marketing in the Czech Republic: Systematic Literature Review of the Current Academic Research

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00010886" target="_blank" >RIV/47813059:19520/17:00010886 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Social Media Marketing in the Czech Republic: Systematic Literature Review of the Current Academic Research

Original language description

Social media and social networks particularly receive substantial attention from companies in the Czech Republic. Since many of these companies are entering the social media landscape, the need for clearmarketing management understanding rises steadily. However, the current state of knowledge about social media marketing is characterised by underdeveloped theories, knowledge gaps and many theoretical inconsistencies. There is only a few complex studies with a strong theoretical grounding in highly cited literature as well as the lack of studies build on contemporary business practices. This paper aims to highlight important articles in a body of academic literature affiliated to Czech universities on the topic of social media. Adopting a systematic approach to reviewing the literature, the paper combines different quantitative methods like content and frequency analysis to review papers published in major business and management journals as well as thematic conferences from 2006 to 20 16. On the basis of these analyses, suggestions for future research that can help to promote future theory development are proposed. Moreover, this paper can provide relevant reading material for managers and executives looking for influential and impactful papers within the area of marketing.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017

ISBN

978-80-7510-243-0

ISSN

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e-ISSN

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Number of pages

8

Pages from-to

99-106

Publisher name

Silesian University in Opava, School of Business Administration in Karviná

Place of publication

Karviná

Event location

Ostrava

Event date

May 4, 2017

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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