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Model of communication usable for small and medium-sized companies for the consumer communication in social media

Ungerman, Otakar ; Myslivcová, Světlana

E+M Ekonomie a Management, 2014-01, Vol.17 (1), p.167 [同儕審閱期刊]

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題名:
Model of communication usable for small and medium-sized companies for the consumer communication in social media
著者: Ungerman, Otakar ; Myslivcová, Světlana
主題: Business communications ; Consumers ; Customer relations ; Small & medium sized enterprises-SME ; Social marketing ; Social networks ; Studies ; Word of mouth advertising
所屬期刊: E+M Ekonomie a Management, 2014-01, Vol.17 (1), p.167
描述: The subject of this report rests in small and medium companies that use social media for communication with their consumers, which is without a doubt one of the important methods of the current modern marketing communication. However there is still a question regarding how companies should utilize social media so that they satisfy individual wishes and needs of customers and stay on the market. Proposal of a certain communication method standard that would provide small and middle companies with a general instructions how to build a relationship with a customer can be the solution. Therefore, this study's objective rests in a proposal of a marketing communication model that respect specifics of small or medium companies and social media. For the purpose of achieving the study's objective, empirical evaluation of social media users had been carried out. Data was evaluated using one-dimension and multiple-dimension statistic analysis. A communication model that can be utilized by small or medium companies for communication with consumers using social media is proposed in the study's conclusion.
出版者: Liberec: Technical University of Liberec
語言: 英文
識別號: ISSN: 1212-3609
ISSN: 1094-9968
ISSN: 1802-9736
ISSN: 0736-3761
ISSN: 1546-5748
ISSN: 0022-2437
ISSN: 0021-8499
ISSN: 1524-8399
ISSN: 1356-3289
ISSN: 0732-2399
EISSN: 2336-5064
DOI: 10.15240/tul/001/2014-1-013
資源來源: Elsevier ScienceDirect Journals Complete
Standard: Emerald eJournal Premier Collection
Business Source Complete

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Model of communication usable for small and medium-sized companies for the consumer communication in social media

Ungerman, Otakar ; Myslivcová, Světlana

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