Social network Facebook and customer engagement: A pilot case study from the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F18%3A43954670" target="_blank" >RIV/49777513:23510/18:43954670 - isvavai.cz</a>

Výsledek na webu

<a href="http://ocs.ef.jcu.cz/index.php/inproforum/INP2018/paper/viewFile/1083/658" target="_blank" >http://ocs.ef.jcu.cz/index.php/inproforum/INP2018/paper/viewFile/1083/658</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Social network Facebook and customer engagement: A pilot case study from the Czech Republic

Popis výsledku v původním jazyce

In recent years social media has provided new ways for companies to communicate with the public. Companies need to interact with current and potential customers using social media such as Facebook, which is very popular with target groups. The purpose of this study is to explore the communication of selected hotels with the public focusing on company communication that facilitates consumer sociability behavior on Facebook. This pilot study uses a mixed methods research approach and integrates quantitative data analysis in the first phase, using tools such as Power BI and Netvizz, with qualitative content analysis of company messages using Atlas.ti software. The data were obtained from six four-star hotels on Facebook in September 2018. The findings provide evidence of how hotels use Facebook for company–customer communication. The findings also indicate that different message features generated different customer behavior. The study contributes to a better understanding of marketing on social media in the hotel industry.

Název v anglickém jazyce

Social network Facebook and customer engagement: A pilot case study from the Czech Republic

Popis výsledku anglicky

In recent years social media has provided new ways for companies to communicate with the public. Companies need to interact with current and potential customers using social media such as Facebook, which is very popular with target groups. The purpose of this study is to explore the communication of selected hotels with the public focusing on company communication that facilitates consumer sociability behavior on Facebook. This pilot study uses a mixed methods research approach and integrates quantitative data analysis in the first phase, using tools such as Power BI and Netvizz, with qualitative content analysis of company messages using Atlas.ti software. The data were obtained from six four-star hotels on Facebook in September 2018. The findings provide evidence of how hotels use Facebook for company–customer communication. The findings also indicate that different message features generated different customer behavior. The study contributes to a better understanding of marketing on social media in the hotel industry.

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

2018

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 Scientific Conference INPROFORUM

ISBN

978-80-7394-726-2

ISSN

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e-ISSN

2336-6788

Počet stran výsledku

8

Strana od-do

366-373

Název nakladatele

Faculty of Economics, University of South Bohemia in České Budějovice

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

1. 11. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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