Social Media as a Marketing Communication Tool Used by Family Firms

Ungerman, Otakar

doi:10.25142/aak.2015.025

Cited by 4 publications

(2 citation statements)

References 2 publications

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“…Dalším lákadlem pro uživatele je možnost komunikovat se známými a kamarády, s kterými by se v běžném životě z důvodů vzdálenosti nebo časové tísně běžně nesetkali, ale také s cizími lidmi a vzájemně si vyměňovat svoje zkušenosti a zapojovat se do diskuzí. Ungerman (2015) (Kopřiva, 2015). Českých uživatelů je dle informací ze samotného Facebooku okolo 4,5 milionu (Facebook, 2016).…”

Section: Sociální Sítěunclassified

Tools of Customer Feedback and Frequency of Using by the Accommodation Facility in the Czech Republic

Novotová¹

2016

AAK

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This paper deals with problems of the customer feedback collection by accommodation facilities in the regions of Ústí nad Labem, Liberec and Hradec Králové. For these regions is typical a high density of small lodging facilities such as guesthouses and cottages, mostly located in the mountain areas. The aim of the presented research was to determine which tools of online and offline customer feedback are used by the accommodation facilities in these regions and assess the differences in implementation between accommodation types and sizes. Data was collected via electronic questionnaire survey and then statistically evaluated by test of independence. The test data sample consisted of answers collected from 356 respondents. The findings demonstrate that type of accommodation has no significant impact on the implementation of communication tools. On the other hand, we observed statistical difference for facility size over/under 29 beds and also for annual turnover over/under 1 million Czech crowns. ÚvodSpokojenost zákazníka je častým tématem výzkumů v pohostinství (Torres a Kline, 2013). Manažeři ubytovacích kapacit by měli mít přehled o tom, jak se u nich líbí jejich návštěvníkům, zda mají nějaké připomínky a náměty na zlepšení. Na jednu stranu tedy zpětná vazba může pomoci ubytovacím kapacitám zlepšit nabídku služeb. Na stranu druhou se může zpětná vazba šířit veřejně, nejčastěji pomocí sociálních médií. Takto šířené informace se nazývají "slovem z úst" neboli WOM (Liu, Zhang, 2010). WOM se tedy stává velice důležitým nástrojem k nalezení a udržení zákazníků (Duhan et al., 1997), speciálně pro profesionální servis jakým je odvětví ubytování (Reingen and Kernan, 1986). Výzkum Kandampully a Suhartanto prokázal pomocí regresní analýzy vztah mezi spokojeností zákazníka s ubytovací kapacitou a jeho loajalitou k tomuto zařízení. Byla zde měřena spokojenost s recepcí, jídlem, pokojovou službou a cenou hotelu. Všechny čtyři oblasti se podílejí na celkové loajalitě zákazníka nejvíce ovšem pokojová služba, do které byla zahrnuta celková ochota personálu a čistota a komfort pokoje. Tímto faktorem lze tedy nejvíce budovat konkurenční výhodu a získávat loajální zákazníky (Kandampully a Suhartanto, 2000). Právě loajální zákazníci nejčastěji šíří pozitivní WOM a tím lákají potenciální zákazníky k navštívení dané ubytovací kapacity (Červová, 2013). Velice často je ovšem zákazníky zveřejňována negativní zpětná vazba, která může poškodit image ubytovací kapacity (Torres a Kline, 2013). Byrnes ve svém článku uvedl, že až 62 % spotřebitelů se již někdy podívalo na veřejnou recenzi na internetu před tím, než šli nakupovat. Toto zjištění publikoval autor již v roce 2007, od té doby lze předpokládat jistý nárůst využívanosti tohoto nástroje (Byrnes, 2007). Karásková a Zedková (2014) uvedly, že až 55 % respondentů si vybírá dovolenou prostřednictví internetu a tedy může koukat i na veřejné recenze. Zpětná vazba je tedy pro

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Section: Sociální Sítěunclassified

Tools of Customer Feedback and Frequency of Using by the Accommodation Facility in the Czech Republic

Novotová¹

2016

AAK

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“…These platforms can be used not only by individuals but also by corporations for various purposes or various goals (Dong et al, 2018;Herrera-Viedma et al, 2017). One of the characteristics of social media platforms is its ability to reach a large target group in the shortest possible time and send them messages, in most cases at a minimal cost (Ungerman, 2015). According to Scott and Carrington (2011), social media platforms can be considered as platforms where people or groups of people communicate, share information, or meet.…”

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Social Media Platforms as HR Marketing Tool in Selected Healthcare Service Providers

Bejtkovský

2020

MMI

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The research paper summarizes the arguments and counterarguments within the scientific discussion on the issue of social media platforms, HR marketing, E-recruitment and human capital management. The primary purpose of the research is to determine whether the size of the selected healthcare providers influences (1) the active use of social media platforms and (2) the creation of the recruitment videos to address potential employees on the internal or external labour market. Systematization literary sources and approaches for solving the problems of the social media platforms, HR marketing, E-recruitment and human capital management indicate that the implementation of IT technologies in the field of human resources management is becoming a necessity in today’s world. Regarding methodological tools of the research methods, this research study used quantitative and qualitative marketing research as the essential primary sources of information and data. For the precise questionnaire survey and understanding of the individual questions in the questionnaire, a pretest questionnaire survey was also carried out. The pretest was conducted in the fourth quarter of 2018 on a sample of eight respondents. A significant marketing quantitative research followed after the removal of minor shortcomings, from October 2018 to January 2019. The object of the study was selected healthcare service providers in the Czech Republic. Fifty-eight healthcare service providers were thus analysed. Besides other things, two research hypotheses and one research question were formulated. In the research study, the Pearson’s chi-square test, Microsoft Excel 2013 and IBM SPSS Statistics 23 were used to verify the research hypotheses. The research paper presents the results of an empirical analysis showing that (1) there is no statistically significant relationship between the size of the selected healthcare service provider and the active use of the social media platforms as an HR marketing tool; (2) there is a statistically significant relationship between the size of the selected healthcare service provider and the creation of recruiting videos to address potential employees on the internal or external labour market; (3) social media platforms are used for the communication with the patients, clients, public and further for PR or promotion of selected healthcare service provider and the recruitment purposes of human resources and HR marketing. The research also empirically confirms and theoretically proves the need for IT knowledge and the active use of IT technology in the area of human resources management, today in the 21st century. The results of the research can be useful for the domestic and foreign healthcare service providers such as hospitals, maternity hospitals, children’s hospitals, hospital wards, field hospitals, nursing homes, asylums, clinics, sanatoriums of long term disease, health resorts, thermal baths, healing spas and other health and medical institutions or for academicians that are interested in human resource management. Keywords E-recruitment, healthcare service provider, human capital management, HR marketing, social media platforms.

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Familiness in Building the Brand Image of Family Businesses through Social Media

Ignatowski,

Stopczyński,

Sułkowski

2023

Journal of Intercultural Management

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Objective The subject of this article is the marketing aspect of familiness related to building the image of a family business brand. The aim of the article is to analyze the impact of familiness in the activities connected with building the brand image of small and medium-sized family businesses. Methodology Qualitative and quantitative methods have been included in the conducted research. Findings The research has shown that Facebook is used by the vast majority of companies. This research has also demonstrated that a large percentage of companies do not emphasize the familiness of their company in their activities on social media. This is surprising because the analysis of the literature shows that emphasizing the family character brings definitely more benefits than risks. Value Added This article presents a research of how family-owned companies use familiness in the brand image. The results of the research can be used to guide companies on how to use familiness in their social media marketing campaigns. Recommendations It is recommended that family businesses make greater use of the potential of their family strengths. It would be advisable to conduct research explaining why the family nature of companies is so rarely emphasized in social media activities. We also suggest conducting similar research in other countries, which would allow for more general conclusions and capture cross-cultural differences.

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Social Media as a Marketing Communication Tool Used by Family Firms

Cited by 4 publications

References 2 publications

Tools of Customer Feedback and Frequency of Using by the Accommodation Facility in the Czech Republic

Tools of Customer Feedback and Frequency of Using by the Accommodation Facility in the Czech Republic

Social Media Platforms as HR Marketing Tool in Selected Healthcare Service Providers

Familiness in Building the Brand Image of Family Businesses through Social Media

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