Does brand awareness on Facebook really matter?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F15%3A43926743" target="_blank" >RIV/49777513:23510/15:43926743 - 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

Does brand awareness on Facebook really matter?

Popis výsledku v původním jazyce

The study was conducted to examine what university students in the Czech Republic do on their computers during class and leisure time. In study a sample of 512 students from three Czech universities completed survey measuring their behaviors connected with using computers for their learning and other activities. One part of questioning was focused on advertising and communication with brands on Facebook. The results of this survey stress, that positive influence on brand's social network website dependnamely on connection to Facebook. It means: virtual activity of students positively affects brand awareness promoted by companies on Facebook. The findings provide practical managerial suggestions to marketers and theoretical implications for future studies focused on Facebook.

Název v anglickém jazyce

Does brand awareness on Facebook really matter?

Popis výsledku anglicky

The study was conducted to examine what university students in the Czech Republic do on their computers during class and leisure time. In study a sample of 512 students from three Czech universities completed survey measuring their behaviors connected with using computers for their learning and other activities. One part of questioning was focused on advertising and communication with brands on Facebook. The results of this survey stress, that positive influence on brand's social network website dependnamely on connection to Facebook. It means: virtual activity of students positively affects brand awareness promoted by companies on Facebook. The findings provide practical managerial suggestions to marketers and theoretical implications for future studies focused on Facebook.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název statě ve sborníku

INNOVATION MANAGEMENT AND SUSTAINABLE ECONOMIC COMPETITIVE ADVANTAGE: FROM REGIONAL DEVELOPMENT TO GLOBAL GROWTH, VOLS I - VI

ISBN

978-0-9860419-5-2

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

154-162

Název nakladatele

International Business Information Management Association

Místo vydání

Norristown

Místo konání akce

Madrid

Datum konání akce

11. 11. 2015

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000366872700016