The role of social networks in online marketing and measurement of their effectiveness – The case study(Conference Paper)

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50015008" target="_blank" >RIV/62690094:18450/18:50015008 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1007/978-3-030-02131-3_2" target="_blank" >http://dx.doi.org/10.1007/978-3-030-02131-3_2</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-030-02131-3_2" target="_blank" >10.1007/978-3-030-02131-3_2</a>

Result language
angličtina
Original language name
The role of social networks in online marketing and measurement of their effectiveness – The case study(Conference Paper)
Original language description
This paper is devoted to online marketing tools and primarily focuses on the use of social networks and measuring their effectiveness. The theoretical part briefly presents the topic of online marketing and selected tools. The next section deals with the case study that analyses the use of social networks on a particular project, including measuring the efficiency of social networks by comparing the planned and actual state according to the selected metrics. In conclusion, there is a discussion on the results obtained and the possible directions, which would increase the efficiency of social networks, i.e. online marketing, are outlined. The results of assessing the current state of online marketing for the surveyed project in 2017, by comparing the planned and actual metric values, largely fail to meet the targets. With measuring social networking tools, the planned numbers of website visits and social networking orders didn’t reach their planned values. Regarding the number of fans on individual social networks, the planned status was only achieved with the Pinterest and Instagram social networks.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
ISBN
978-3-030-02130-6
ISSN
0302-9743
e-ISSN
neuvedeno
Number of pages
8
Pages from-to
13-20
Publisher name
Springer
Place of publication
Cham
Event location
Kuwait City; Kuwait
Event date
Oct 30, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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