Public Marketing: Case of Self-governing Regions' Brands in Online Environment
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F20%3A50017061" target="_blank" >RIV/62690094:18450/20:50017061 - isvavai.cz</a>
Výsledek na webu
<a href="https://digilib.uhk.cz/bitstream/handle/20.500.12603/204/Bachmann.pdf?sequence=1&isAllowed=y" target="_blank" >https://digilib.uhk.cz/bitstream/handle/20.500.12603/204/Bachmann.pdf?sequence=1&isAllowed=y</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.36689/uhk/hed/2020-01-003" target="_blank" >10.36689/uhk/hed/2020-01-003</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Public Marketing: Case of Self-governing Regions' Brands in Online Environment
Popis výsledku v původním jazyce
Online environment, including brands of public institutions, is becoming a significant part of public administration. Nowadays, with a social media communication widespread, the public marketing managers representing self-governing regions are forced to work on their image and monitor and influence region's brand behavior in the online environment. Therefore, an article aims on the current state of art in the field of public brand marketing and the nature of mentions of users (citizens) about this brand. The study employed data obtained with use of Brand24.com application which automatically collect the data on region's brands behavior in the online environment. The analysis is oriented on following aspects: (1) brand's mentions in online environment, (2) number of social media views and interactions raised over the brand, and (3) the level of positive and negative sentiment related to the brand. The research sample included 13 out of 14 regions existing in the Czech Republic, for research reasons the capitol city of Prague was excluded from the sample. The findings showed that high regional differences in brand awareness, brand's social media reach as well as brand's associated text sentiment exist. Besides of this, several implications for public marketing managers are presented in the study.
Název v anglickém jazyce
Public Marketing: Case of Self-governing Regions' Brands in Online Environment
Popis výsledku anglicky
Online environment, including brands of public institutions, is becoming a significant part of public administration. Nowadays, with a social media communication widespread, the public marketing managers representing self-governing regions are forced to work on their image and monitor and influence region's brand behavior in the online environment. Therefore, an article aims on the current state of art in the field of public brand marketing and the nature of mentions of users (citizens) about this brand. The study employed data obtained with use of Brand24.com application which automatically collect the data on region's brands behavior in the online environment. The analysis is oriented on following aspects: (1) brand's mentions in online environment, (2) number of social media views and interactions raised over the brand, and (3) the level of positive and negative sentiment related to the brand. The research sample included 13 out of 14 regions existing in the Czech Republic, for research reasons the capitol city of Prague was excluded from the sample. The findings showed that high regional differences in brand awareness, brand's social media reach as well as brand's associated text sentiment exist. Besides of this, several implications for public marketing managers are presented in the study.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2020
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
Hradec economic days 2020/1
ISBN
978-80-7435-776-3
ISSN
2464-6059
e-ISSN
2464-6067
Počet stran výsledku
7
Strana od-do
29-35
Název nakladatele
Gaudeamus
Místo vydání
Hradec Králové
Místo konání akce
Hradec Kralove
Datum konání akce
2. 4. 2020
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
000568108700003