The Use of the Facebook Social Network in Selected Czech Companies

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F19%3A43958688" target="_blank" >RIV/49777513:23510/19:43958688 - isvavai.cz</a>
Result on the web
<a href="https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf" target="_blank" >https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The Use of the Facebook Social Network in Selected Czech Companies
Original language description
The use of social media gives companies an opportunity to strengthen the relationship with their stakeholders. However, companies in the Czech Republic use them below average iThe use of social media gives companies an opportunity to strengthen the relationship with their stakeholders. However, companies in the Czech Republic use them below average in comparison with other EU countries. The aim of our research was to evaluate the use of social media in selected Czech companies with the focus primarily on the Facebook social network. The research was conducted on a sample of several Czech companies that successfully and unsuccessfully use social media. The sample covered both the B2B and B2C markets. The results of our research show that companies reach very different engagement rates, which depend on several factors that are identified in our research. Based on the results, we encourage businesses to use social media and always set specific marketing goals.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019
ISBN
978-80-210-9565-6
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
167-174
Publisher name
Masaryk University
Place of publication
Brno
Event location
Prušánky - Nechory
Event date
Sep 5, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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