Marketing Communication Model for Social Networks

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F18%3A00011058" target="_blank" >RIV/47813059:19520/18:00011058 - isvavai.cz</a>

Result on the web

<a href="https://journals.vgtu.lt/index.php/JBEM/article/view/6582" target="_blank" >https://journals.vgtu.lt/index.php/JBEM/article/view/6582</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3846/jbem.2018.6582" target="_blank" >10.3846/jbem.2018.6582</a>

Result language

angličtina

Original language name

Marketing Communication Model for Social Networks

Original language description

The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there is a need for empirical research which will clarify the current communication needs of customers. To explore this phenomenon, exploratory research employing questionnaire involving 481 respondents was evaluated with factor analysis method. Identification of three factors provided deeper insights into the understanding of attitudes and behaviour of the current internet population in the Czech Repu blic. Social network Facebook was chosen as the most widespread not only locally but also globally. Based on this research and previous research studies on communication, a new communication model is proposed in which the element of interaction is the most important. The proposed scheme bears some novel aspects. Firstly, the content in our model is not created outside as in previous models. A social network itself provides a platform for content creation. Secondly, we expanded the physical technical environment of the social network by the abstract brand community in which not only customers but the employees form a vital part. Lastly, the data plays an important role as a valuable tool for feedback and further analysis. Data flow from customer to company enables managers to execute true mass individualisation.

Czech name

—

Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2018

Confidentiality

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

Name of the periodical

Journal of Business Economics and Management

ISSN

1611-1699

e-ISSN

2029-4433

Volume of the periodical

19

Issue of the periodical within the volume

3

Country of publishing house

LT - LITHUANIA

Number of pages

20

Pages from-to

500-520

UT code for WoS article

000453041400004

EID of the result in the Scopus database

2-s2.0-85062299212