Social network Facebook and customer engagement: A pilot case study from the Czech Republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F18%3A43954670" target="_blank" >RIV/49777513:23510/18:43954670 - isvavai.cz</a>
Result on the web
<a href="http://ocs.ef.jcu.cz/index.php/inproforum/INP2018/paper/viewFile/1083/658" target="_blank" >http://ocs.ef.jcu.cz/index.php/inproforum/INP2018/paper/viewFile/1083/658</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Social network Facebook and customer engagement: A pilot case study from the Czech Republic
Original language description
In recent years social media has provided new ways for companies to communicate with the public. Companies need to interact with current and potential customers using social media such as Facebook, which is very popular with target groups. The purpose of this study is to explore the communication of selected hotels with the public focusing on company communication that facilitates consumer sociability behavior on Facebook. This pilot study uses a mixed methods research approach and integrates quantitative data analysis in the first phase, using tools such as Power BI and Netvizz, with qualitative content analysis of company messages using Atlas.ti software. The data were obtained from six four-star hotels on Facebook in September 2018. The findings provide evidence of how hotels use Facebook for company–customer communication. The findings also indicate that different message features generated different customer behavior. The study contributes to a better understanding of marketing on social media in the hotel industry.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
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 Scientific Conference INPROFORUM
ISBN
978-80-7394-726-2
ISSN
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e-ISSN
2336-6788
Number of pages
8
Pages from-to
366-373
Publisher name
Faculty of Economics, University of South Bohemia in České Budějovice
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Nov 1, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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