Integrated Online Marketing Communication of Companies: Survey in Central and Eastern Europe

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27081869%3A_____%2F15%3A%230000196" target="_blank" >RIV/27081869:_____/15:#0000196 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.lef-tul.cz/sekce/LEF_2015.pdf" target="_blank" >http://www.lef-tul.cz/sekce/LEF_2015.pdf</a>

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Integrated Online Marketing Communication of Companies: Survey in Central and Eastern Europe

Popis výsledku v původním jazyce

The main goal of this paper is to present an explorative research which focused on the approach companies from a sample set to integrated online marketing communication. The paper follows various aspects of the application (instrumental approach) of selected tools ? Facebook, Twitter, company website ? as well as the linking and sharing of information content across these instruments (synergistic approach). The practical benefit of this paper for companies lies in the possibility to compare their onlinemarketing activities with the typical company from our sample. The typical company publishes annually ten items of news on its website, links the website with profiles on social media and shares approximately a third of communication content across communication tools. This paper partially builds on previous published surveys, which focused only on the Czech Republic. The contribution extends the view by adding other countries from the same region and also compares the results with thos

Název v anglickém jazyce

Integrated Online Marketing Communication of Companies: Survey in Central and Eastern Europe

Popis výsledku anglicky

The main goal of this paper is to present an explorative research which focused on the approach companies from a sample set to integrated online marketing communication. The paper follows various aspects of the application (instrumental approach) of selected tools ? Facebook, Twitter, company website ? as well as the linking and sharing of information content across these instruments (synergistic approach). The practical benefit of this paper for companies lies in the possibility to compare their onlinemarketing activities with the typical company from our sample. The typical company publishes annually ten items of news on its website, links the website with profiles on social media and shares approximately a third of communication content across communication tools. This paper partially builds on previous published surveys, which focused only on the Czech Republic. The contribution extends the view by adding other countries from the same region and also compares the results with thos

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název statě ve sborníku

PROCEEDINGS OF THE 12TH INTERNATIONAL CONFERENCE: LIBEREC ECONOMIC FORUM 2015

ISBN

978-80-7494-225-9

ISSN

—

e-ISSN

—

Počet stran výsledku

8

Strana od-do

376-383

Název nakladatele

Technical University of Liberec

Místo vydání

Liberec

Místo konání akce

Liberec

Datum konání akce

16. 9. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—