Social Media Marketing in the Czech Republic: Systematic Literature Review of the Current Academic Research

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00010886" target="_blank" >RIV/47813059:19520/17:00010886 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Social Media Marketing in the Czech Republic: Systematic Literature Review of the Current Academic Research

Popis výsledku v původním jazyce

Social media and social networks particularly receive substantial attention from companies in the Czech Republic. Since many of these companies are entering the social media landscape, the need for clearmarketing management understanding rises steadily. However, the current state of knowledge about social media marketing is characterised by underdeveloped theories, knowledge gaps and many theoretical inconsistencies. There is only a few complex studies with a strong theoretical grounding in highly cited literature as well as the lack of studies build on contemporary business practices. This paper aims to highlight important articles in a body of academic literature affiliated to Czech universities on the topic of social media. Adopting a systematic approach to reviewing the literature, the paper combines different quantitative methods like content and frequency analysis to review papers published in major business and management journals as well as thematic conferences from 2006 to 20 16. On the basis of these analyses, suggestions for future research that can help to promote future theory development are proposed. Moreover, this paper can provide relevant reading material for managers and executives looking for influential and impactful papers within the area of marketing.

Název v anglickém jazyce

Social Media Marketing in the Czech Republic: Systematic Literature Review of the Current Academic Research

Popis výsledku anglicky

Social media and social networks particularly receive substantial attention from companies in the Czech Republic. Since many of these companies are entering the social media landscape, the need for clearmarketing management understanding rises steadily. However, the current state of knowledge about social media marketing is characterised by underdeveloped theories, knowledge gaps and many theoretical inconsistencies. There is only a few complex studies with a strong theoretical grounding in highly cited literature as well as the lack of studies build on contemporary business practices. This paper aims to highlight important articles in a body of academic literature affiliated to Czech universities on the topic of social media. Adopting a systematic approach to reviewing the literature, the paper combines different quantitative methods like content and frequency analysis to review papers published in major business and management journals as well as thematic conferences from 2006 to 20 16. On the basis of these analyses, suggestions for future research that can help to promote future theory development are proposed. Moreover, this paper can provide relevant reading material for managers and executives looking for influential and impactful papers within the area of marketing.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2017

ISBN

978-80-7510-243-0

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

99-106

Název nakladatele

Silesian University in Opava, School of Business Administration in Karviná

Místo vydání

Karviná

Místo konání akce

Ostrava

Datum konání akce

4. 5. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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