Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

Pártlová, Petra; Dušek, Radim; Cudlínová, Eva

doi:10.9770/jesi.2022.10.1(26)

Cited by 2 publications

(2 citation statements)

References 37 publications

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“…To determine the effectiveness of the published Instagram posts for individual examined oil and gas companies, the index of Social Media Effectiveness (SME) was created. This index was used in the authors previous study concerning the evaluation of the social media effectiveness of top European tourism destinations [31]. In addition to the number of published posts, the index also considers the period for which the individual accounts were active on Instagram (i.e., from the account creation to 2022).…”

Section: Methodsmentioning

confidence: 99%

Marketing Communication and Reputation Building of Leading European Oil and Gas Companies on Instagram

2022

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The overall transition towards a low-carbon economy is expected to pose a solution for several global problems, including the ongoing climate change while ensuring economic and social development. Large oil and gas companies are aware of the need to transform their business, turn to renewable and clean energy sources to build a positive image and reputation, and have the economic power to do so. This paper aims to evaluate the marketing communication of leading European oil and gas companies on their Instagram accounts in the context of reputation building through using social media and identify to what extent the companies reflect the environmental aspects of corporate social responsibility. Content analysis and the Social Blade tool were used to examine the marketing communication of the five biggest companies by revenue. All the companies are active on Instagram, but it has been found that the Russian companies have remained inactive and have even been losing followers since March 2022, when the war conflict in Ukraine started. Surprisingly, Shell uploaded only a few posts during the reference period but is recognized as the company achieving the highest social media effectiveness. Although all observed oil and gas companies continue their business as usual, they incorporate and communicate efforts to support the development of electromobility, clean and renewable energy projects, as well as ecological projects.

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Section: Methodsmentioning

confidence: 99%

Marketing Communication and Reputation Building of Leading European Oil and Gas Companies on Instagram

2022

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“…For the purposes of measuring the effectiveness of the published posts, they created a Social Media Effectiveness Index. 49 The above literature research will be used as a basis for data collection and subsequent methodology. We will primarily use similar methods, i.e., both qualitative and quantitative methods.…”

Section: Literature Researchmentioning

confidence: 99%

Social Media as a Tool of Building Reputation and Identity of National Parks

Korená

Pártlová

2023

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Social media have turned out to be a suitable tool of marketing communication that enables the virtual connection of individual public accounts (profiles) to share information, data and create conditions for the joint implementation of activities. The submitted study focuses on the evaluation of the use of marketing communication in nine selected European national parks. The study analyses data that indicates the level of using social networking sites for presenting the official profiles and websites in the context of building reputation and identity in order to determine to what extent national parks use suitable tools of marketing communication and what are its possibilities and limitations. Marketing communication was examined using the rhetorical and descriptive analysis of text, which enabled performing a content analysis focused on three main parts: Pathos, Ethos and Logos. Within the descriptive analysis, another part of the research dealt with communication focused on the issue of education, environmental protection and business activities in the area of tourism. A new formula for calculating Social Media Effectiveness was proposed, calculated at a global level. Based on the results obtained, Plitvice Lakes National Park was rated the best, while the results in terms of marketing communication were recorded in the case of the Swiss national park, National Park Saechsische Schweiz. The main barrier to marketing communication is the reluctance to use English as the main language of communication and in the case of the Facebook platform, a higher number of posts. The results also showed that good marketing communication has an impact on the number of visitors to national parks and the right combination of published posts influences the behaviour of national park visitors. Furthermore, we confirmed the influence of communication on the possibility to educate especially the younger generation through media platforms, which is a positive finding.

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Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

Cited by 2 publications

References 37 publications

Marketing Communication and Reputation Building of Leading European Oil and Gas Companies on Instagram

Marketing Communication and Reputation Building of Leading European Oil and Gas Companies on Instagram

Social Media as a Tool of Building Reputation and Identity of National Parks

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