When Content Marketing Matters - Implications for Marketing Communication of Car Brands

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F23%3A%230000128" target="_blank" >RIV/02819180:_____/23:#0000128 - isvavai.cz</a>

Výsledek na webu

<a href="https://transportmeans.ktu.edu/" target="_blank" >https://transportmeans.ktu.edu/</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

When Content Marketing Matters - Implications for Marketing Communication of Car Brands

Popis výsledku v původním jazyce

Due to the evolutionary reasons which have been speeded up by the current socio-economic situation, the phenomenon of content based marketing has started to be an immanent part of the communication strategies of many valuable brands. Current consumers are resistant to traditional communication tools and it is now more than ever, when it is true that more than communication tools, media and content matter. Especially in the light and shadow of restructured markets of complex consumer solutions. In these markets, isolated view of the market indicators and competitive position is not enough because of the rise of the interdependence of many so far autonomous markets. On of such a meta market is a market of transport solutions where car brands have been traditionally managed in a very specific and separate pattern. Now, the situation has changed and car brands have to switch rapidly into real two-way marketing communications schemes where active consumer is one of the pillars of effective marketing communication. The aim of this paper is to determine the attitudes of consumers to the content based marketing communication of car brands in comparative prospective of the consumer reality of Czech and Slovak Republic. The research has been conducted in the first quarter of 2023 on a sample of 2000 respondents who were included in the survey randomly after reaching the age limit of 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of content based marketing communication and its implications for marketing management of car brands.

Název v anglickém jazyce

When Content Marketing Matters - Implications for Marketing Communication of Car Brands

Popis výsledku anglicky

Due to the evolutionary reasons which have been speeded up by the current socio-economic situation, the phenomenon of content based marketing has started to be an immanent part of the communication strategies of many valuable brands. Current consumers are resistant to traditional communication tools and it is now more than ever, when it is true that more than communication tools, media and content matter. Especially in the light and shadow of restructured markets of complex consumer solutions. In these markets, isolated view of the market indicators and competitive position is not enough because of the rise of the interdependence of many so far autonomous markets. On of such a meta market is a market of transport solutions where car brands have been traditionally managed in a very specific and separate pattern. Now, the situation has changed and car brands have to switch rapidly into real two-way marketing communications schemes where active consumer is one of the pillars of effective marketing communication. The aim of this paper is to determine the attitudes of consumers to the content based marketing communication of car brands in comparative prospective of the consumer reality of Czech and Slovak Republic. The research has been conducted in the first quarter of 2023 on a sample of 2000 respondents who were included in the survey randomly after reaching the age limit of 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of content based marketing communication and its implications for marketing management of car brands.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Transport Means - Proceedings of the International Conference

ISBN

9781713879534

ISSN

1822-296X

e-ISSN

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Počet stran výsledku

7

Strana od-do

327-333

Název nakladatele

Kaunas University of Technology

Místo vydání

Kaunas, Lithuania

Místo konání akce

Palanga, Lithuania

Datum konání akce

4. 10. 2023

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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