Consumer behaviour on the media market

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F09%3A00146246" target="_blank" >RIV/62156489:43110/09:00146246 - 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
Consumer behaviour on the media market
Original language description
The paper deals with a correlation between factors identifying a household representative and frequency of media usage. Particularly it concentrates on the analysis of internet and daily press usage. Internet is a constantly developing communication channel which is increasingly used in the field of marketing communication and contributes to the development of business environment. Due to its characteristics it is an ideal mean for multilingual communication and communication on international markets. The daily press is on the other hand a representative of traditional media. It is perceived by public as a more natural communication channel. The paper seeks an answer to the question which communication channel is more suitable to communicate with a particular target group -- press or the internet. The paper tests the correlation between identification factors and frequency of internet and press presence. Testing will be carried out by using a database obtained in a primary research con
Czech name
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Czech description
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Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AH - Economics
OECD FORD branch
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Publication year
2009
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical
Acta Universitatis agriculturae et silviculturae Mendelianae Brunensis : Acta of Mendel University of agriculture and forestry Brno = Acta Mendelovy zemědělské a lesnické univerzity v Brně
ISSN
1211-8516
e-ISSN
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Volume of the periodical
LVII
Issue of the periodical within the volume
6
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
10
Pages from-to
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UT code for WoS article
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EID of the result in the Scopus database
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