Public Marketing: Case of Self-governing Regions' Brands in Online Environment
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F20%3A50017061" target="_blank" >RIV/62690094:18450/20:50017061 - isvavai.cz</a>
Result on the web
<a href="https://digilib.uhk.cz/bitstream/handle/20.500.12603/204/Bachmann.pdf?sequence=1&isAllowed=y" target="_blank" >https://digilib.uhk.cz/bitstream/handle/20.500.12603/204/Bachmann.pdf?sequence=1&isAllowed=y</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.36689/uhk/hed/2020-01-003" target="_blank" >10.36689/uhk/hed/2020-01-003</a>
Alternative languages
Result language
angličtina
Original language name
Public Marketing: Case of Self-governing Regions' Brands in Online Environment
Original language description
Online environment, including brands of public institutions, is becoming a significant part of public administration. Nowadays, with a social media communication widespread, the public marketing managers representing self-governing regions are forced to work on their image and monitor and influence region's brand behavior in the online environment. Therefore, an article aims on the current state of art in the field of public brand marketing and the nature of mentions of users (citizens) about this brand. The study employed data obtained with use of Brand24.com application which automatically collect the data on region's brands behavior in the online environment. The analysis is oriented on following aspects: (1) brand's mentions in online environment, (2) number of social media views and interactions raised over the brand, and (3) the level of positive and negative sentiment related to the brand. The research sample included 13 out of 14 regions existing in the Czech Republic, for research reasons the capitol city of Prague was excluded from the sample. The findings showed that high regional differences in brand awareness, brand's social media reach as well as brand's associated text sentiment exist. Besides of this, several implications for public marketing managers are presented in the study.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Hradec economic days 2020/1
ISBN
978-80-7435-776-3
ISSN
2464-6059
e-ISSN
2464-6067
Number of pages
7
Pages from-to
29-35
Publisher name
Gaudeamus
Place of publication
Hradec Králové
Event location
Hradec Kralove
Event date
Apr 2, 2020
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000568108700003