The role of social networks in online marketing and measurement of their effectiveness – The case study(Conference Paper)

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50015008" target="_blank" >RIV/62690094:18450/18:50015008 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.1007/978-3-030-02131-3_2" target="_blank" >http://dx.doi.org/10.1007/978-3-030-02131-3_2</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-030-02131-3_2" target="_blank" >10.1007/978-3-030-02131-3_2</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The role of social networks in online marketing and measurement of their effectiveness – The case study(Conference Paper)

Popis výsledku v původním jazyce

This paper is devoted to online marketing tools and primarily focuses on the use of social networks and measuring their effectiveness. The theoretical part briefly presents the topic of online marketing and selected tools. The next section deals with the case study that analyses the use of social networks on a particular project, including measuring the efficiency of social networks by comparing the planned and actual state according to the selected metrics. In conclusion, there is a discussion on the results obtained and the possible directions, which would increase the efficiency of social networks, i.e. online marketing, are outlined. The results of assessing the current state of online marketing for the surveyed project in 2017, by comparing the planned and actual metric values, largely fail to meet the targets. With measuring social networking tools, the planned numbers of website visits and social networking orders didn’t reach their planned values. Regarding the number of fans on individual social networks, the planned status was only achieved with the Pinterest and Instagram social networks.

Název v anglickém jazyce

The role of social networks in online marketing and measurement of their effectiveness – The case study(Conference Paper)

Popis výsledku anglicky

This paper is devoted to online marketing tools and primarily focuses on the use of social networks and measuring their effectiveness. The theoretical part briefly presents the topic of online marketing and selected tools. The next section deals with the case study that analyses the use of social networks on a particular project, including measuring the efficiency of social networks by comparing the planned and actual state according to the selected metrics. In conclusion, there is a discussion on the results obtained and the possible directions, which would increase the efficiency of social networks, i.e. online marketing, are outlined. The results of assessing the current state of online marketing for the surveyed project in 2017, by comparing the planned and actual metric values, largely fail to meet the targets. With measuring social networking tools, the planned numbers of website visits and social networking orders didn’t reach their planned values. Regarding the number of fans on individual social networks, the planned status was only achieved with the Pinterest and Instagram social networks.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

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

Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

ISBN

978-3-030-02130-6

ISSN

0302-9743

e-ISSN

neuvedeno

Počet stran výsledku

8

Strana od-do

13-20

Název nakladatele

Springer

Místo vydání

Cham

Místo konání akce

Kuwait City; Kuwait

Datum konání akce

30. 10. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—