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

Ungerman, Otakar; Myslivcová, Světlana

doi:10.15240/tul/001/2014-1-013

Cited by 9 publications

(7 citation statements)

References 16 publications

(15 reference statements)

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“…Users prefer to consume information, not to communicate. This is an important contradiction with the results of the Ungerman and Myslivcová (2014). It is not clear, therefore, whether users on social networks prefer a passive form of consumption of information or an active one, which is the basic prerequisite for the emergence of engagement.…”

Section: Social Network and Communication With Brandsmentioning

confidence: 61%

Marketing Communication Model for Social Networks

Klepek

2018

Journal of Business Economics and Management

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The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there is a need for empirical research which will clarify the current communication needs of customers. To explore this phenomenon, exploratory research employing questionnaire involving 481 respondents was evaluated with factor analysis method. Identification of three factors provided deeper insights into the understanding of attitudes and behaviour of the current internet population in the Czech Republic. Social network Facebook was chosen as the most widespread not only locally but also globally. Based on this research and previous research studies on communication, a new communication model is proposed in which the element of interaction is the most important. The proposed scheme bears some novel aspects. Firstly, the content in our model is not created outside as in previous models. A social network itself provides a platform for content creation. Secondly, we expanded the physical technical environment of the social network by the abstract brand community in which not only customers but the employees form a vital part. Lastly, the data plays an important role as a valuable tool for feedback and further analysis. Data flow from customer to company enables managers to execute true mass individualisation.

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Section: Social Network and Communication With Brandsmentioning

confidence: 61%

Marketing Communication Model for Social Networks

Klepek

2018

Journal of Business Economics and Management

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“…Groups of various ages, education, or economic statuses value different factors when determining the quality of created value (Ungerman and Myslivcová 2014). For economically active users, for example, speed and professionalism of information are important criteria; whereas users aged 13-29 years rather value a more flexible approach.…”

Section: Content Qualitymentioning

confidence: 99%

Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

Kraus

Gast

Schleich

et al. 2019

Journal of Macromarketing

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Despite the growing literature dealing with social media marketing (SMM) in small and medium-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning existing literature for essential factors for content creation, a theoretical foundation for the empirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engaging content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.

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“…Recently researchers have also focused on social media. Studies have been carried out on the impact of Facebook advertising on the buying behaviour of Gen Y representatives in South Africa [20] or in the field of luxury fashion [21], brand awareness and buying motivation [22] and earlier, for example, the research on Gen Y's views on social applications in the business sphere [23] and many others. Social networking sites and their impact on education, purchasing and employment decisions have become a priority for many research projects.…”

Section: Resultsmentioning

confidence: 99%

Global Aspects of Social Media Perception by Y Generation in Gender Context

Matusiková

Stanovská

2020

SHS Web Conf.

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Influencers, You tubers, opinion leaders, social network, social media, message, hashtag, share. These words are around us. We have become international, now we are a global country that cannot influence many aspects. The present generation cannot imagine life without social networks. The research focus on intergenerational comparison of the perception of social networks. We aim our attention at gender factor in Y generation. Generation Y, is the demographic group following Generation X. This generation as known as internet generation (iGen), Net generation or Generation 9/11. Generations Y are mostly baby boomers, children born in post-war years. It is generation who have used Information and Communication Technologies (ICT) since childhood. The aim of submitted paper is found out answers to two questions and confirm or reject the hypotheses. Two questions are how long have respondents spent time on the Internet? And what they use social networks? We have set a null hypothesis and its alternative. Null hypothesis is gender factor affects the perception of social networks. Alternative hypothesis is Gender factor does not affect the perception of social networks. We used to confirm or reject the hypothesis Chi – Square test via MS Excel. We expect gender factor affects the social networks.

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

Cited by 9 publications

References 16 publications

Marketing Communication Model for Social Networks

Marketing Communication Model for Social Networks

Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

Global Aspects of Social Media Perception by Y Generation in Gender Context

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