Cafes and their brand communication on Facebook: Case study from the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F19%3A43958489" target="_blank" >RIV/49777513:23510/19:43958489 - isvavai.cz</a>

Výsledek na webu

<a href="https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf" target="_blank" >https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Cafes and their brand communication on Facebook: Case study from the Czech Republic

Popis výsledku v původním jazyce

In recent years social media has provided new ways for organizations to communicate with the public. Organizations need to interact with existing and potential customers using social media such as Facebook, which is a very popular social network in the Czech Republic. The purpose of this study is to explore the communication of selected cafes with the public focusing on company communication that facilitates consumer sociability behavior on Facebook. This case study uses a mixed methods research approach and integrates a quantitative data analysis in the first phase, using the Netvizz tool, with a qualitative content analysis of company posts in the second phase. The qualitative part analyses the content of the published posts and assesses types of call to action. Data were obtained from four different Facebook profiles which were selected to represent this industry. The findings provide evidence of how cafes used Facebook for company–customer communication in the Czech Republic in the year 2018. The findings also indicate how different posts generated different customer behavior on social media. The study contributes to a better understanding of marketing on social media in selected parts of the restaurant industry.

Název v anglickém jazyce

Cafes and their brand communication on Facebook: Case study from the Czech Republic

Popis výsledku anglicky

In recent years social media has provided new ways for organizations to communicate with the public. Organizations need to interact with existing and potential customers using social media such as Facebook, which is a very popular social network in the Czech Republic. The purpose of this study is to explore the communication of selected cafes with the public focusing on company communication that facilitates consumer sociability behavior on Facebook. This case study uses a mixed methods research approach and integrates a quantitative data analysis in the first phase, using the Netvizz tool, with a qualitative content analysis of company posts in the second phase. The qualitative part analyses the content of the published posts and assesses types of call to action. Data were obtained from four different Facebook profiles which were selected to represent this industry. The findings provide evidence of how cafes used Facebook for company–customer communication in the Czech Republic in the year 2018. The findings also indicate how different posts generated different customer behavior on social media. The study contributes to a better understanding of marketing on social media in selected parts of the restaurant 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

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019

ISBN

978-80-210-9565-6

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

41-48

Název nakladatele

Masaryk University

Místo vydání

Brno

Místo konání akce

Prušánky - Nechory

Datum konání akce

5. 9. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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