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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&apos;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&apos;s brands behavior in the online environment. The analysis is oriented on following aspects: (1) brand&apos;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&apos;s social media reach as well as brand&apos;s associated text sentiment exist. Besides of this, several implications for public marketing managers are presented in the study.

  • Czech name

  • Czech description

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