Social Media in Public Marketing: Facebook Pages of Regional Authorities

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50014853" target="_blank" >RIV/62690094:18450/18:50014853 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
Social Media in Public Marketing: Facebook Pages of Regional Authorities
Original language description
Social media has become a new phenomenon of the society, which significantly affects not individuals only, but also organizations, including public institutions. An article aims on identification of current role of social media in public marketing. Specifically, it focuses on the sample of 13 regions of the Czech Republic and analyzes Facebook pages of its regional authorities. The content analysis concentrates on five blocks (out of seven original ones) of Kietzmann's honeycomb framework: identity, conversation, sharing, presence, and reputation. Findings confirmed that all the regions have their Facebook page set up, one third of regions react on citizen's request up to few minutes, the other one third up to one day. Regional authorities regularly publish its posts (11 posts per week in average) and share their own content, mainly.
Czech name
—
Czech description
—

Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Similar results(10)