This paper deals with the issue of innovation in e-commerce, specifically with the application of innovative methods of evaluating customer interactions in the environment of the virtual social network Facebook. The first part presents the results of desk research on the issue of the utilization of virtual social media Facebook in e-commerce in order to approach the knowledge base of the analysed issues. The aim of the second part of the study presented in the paper was to describe and evaluate the activities of customer groups of the five largest e-commerce entities operating in the Slovak virtual market. The data needed for the analysis were collected during the state of emergency declared in connection with the COVID-19 pandemic. From the point of view of findings, the initial trends in the customers interactions were declining online activity over the weekend and an increase in online activity at the beginning of the working week. In general, it can be stated that data were analysed in a highly non-standard market situation. With respect to the social media e-communication of selected e-commerce entities, it was possible to outline specific patterns of consumer behaviour. As a result, it was possible to create a qualitative knowledge base for further research into the impact of the COVID-19 pandemic on national and international economies, for both economics and management sciences.
At a time of global crisis, also at a time of accelerated digitalisation of businesses, sensible investment in communication with their customers is becoming very topical. The paper focuses on the development of investments in Internet advertising in the period 2012-2020. The method used for the research was a comparative analysis, which showed that the amount of money invested in internet advertising increased every year and that, unlike other types of advertising, no year was recorded for internet advertising during the period under review, when the value of investments in a given year would be lower than the value in the previous year. The results show that online advertising is taking an increasing share of total advertising investment. Another finding is that television advertising maintains a dominant position in the advertising market and is not directly affected by the development of investment in Internet advertising. However, the growth of investment in Internet advertising has a direct impact on the volume of investment in print advertising and OOH (Out of Home) advertising. The given types of media showed the largest decrease in terms of market share and negatively copied the development of investments in Internet advertising. In the case of radio advertising, there was also a decrease, but its dependence on Internet advertising has not been proven. However, the question arises as to the development of investments in the coming years. It is possible to anticipate the continuing strengthening of the role of Internet advertising and it will also be interesting to see whether Internet advertising will jeopardize the position of TV advertising. The results of the research will help both researchers and companies in the process of their decision to invest in selected types of advertising.
Innovation is a major accelerator of development. This is no different with regard to innovations in business management processes. The communication policy of business entities has been undergoing a transformation for more than two decades, where more and more emphasis is being placed on interactive forms of presentation, with which companies can better target selected markets. The aim of the study is to describe selected characteristics of the Slovak market in the light of the transformation from off-line to on-line. Through the analysis of secondary information sources, it is possible to state that on the Slovak market we record both a continuous increase in the share of social network use by companies, as well as an increase in expenditure on Internet promotion. The presented study maps the period until the outbreak of the COVID-19 pandemic, thus creating a reference framework for subsequent research into the effects of the pandemic on the communication activities of Slovak companies.
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