Social Network Marketing Communication of Railway Passenger Transport Companies

Chocholáč, Jan; Becková, Helena

doi:10.7441/dokbat.2020.18

Cited by 1 publication

(9 citation statements)

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“…This paper is conceived methodologically like to the study of Chocholáč and Becková (2020) to be able to compare the results of both papers with each other and then discuss them. Based on the literature review conducted in social media marketing communication, marketing communication in the context of SARS-CoV-2 epidemic, and social media marketing communication in the railway transport sector, the research question was set.…”

Section: Methodsmentioning

confidence: 99%

“…In the second step, a qualitative content analysis of the Facebook profiles (České dráhy, 2022; Leo Express, 2022; RegioJet CZ, 2022) of these three carriers for the year 2020 was processed by three independent researchers. According to the study of Chocholáč and Becková (2020), the researchers' attention was focused on the total number of posts; the number of followers; the frequency of posts (by days); the total number of likes; the total number of comments and shares; the average number of likes, comments, and shares; the content of the posts. In a third step, a comparative analysis of the results between the three carriers analysed for 2020 was carried out.…”

Section: Methodsmentioning

confidence: 99%

“…In a third step, a comparative analysis of the results between the three carriers analysed for 2020 was carried out. In a fourth step, the results were compared with an identical study by Chocholáč and Becková (2020) in 2019. Finally, the conclusions were defined in the context of the hypotheses and the stated research question.…”

Section: Methodsmentioning

confidence: 99%

“…In the environment of the Czech Republic, this issue was addressed by Chocholáč and Becková (2020). They analysed Facebook marketing communication of the selected railway passenger transport companies (České dráhy, a.s. -further in the text Czech Railways or abbreviated "CR", RegioJet a.s. -further in the text RegioJet or abbreviated "RJ" and Leo Express s.r.o.…”

Section: Social Media Marketing Communication In Railway Transport Se...mentioning

confidence: 99%

“…-further in the text Leo Express or abbreviated "LE") in 2019. The main findings of the study of Chocholáč and Becková (2020) were as follows: RegioJet chooses the path of an intensive communication strategy, Czech Railways has chosen a conservative strategy, and Leo Express a defensive strategy. Further differences were identified in terms of post content, frequency of posting and audience interaction.…”

Section: Social Media Marketing Communication In Railway Transport Se...mentioning

confidence: 99%

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Marketing Communication of Railway Passenger Carriers on the Social Network Facebook in Times of Sars-Cov-2 Epidemic

Chocholáč¹,

Becková²,

Šolcová³

2022

DOKBAT 2022 - 18th International Bata Conference for Ph.D. Students and Young Researchers

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The SARS-CoV-2 epidemic became a challenge for many companies and marketers because it was necessary to revise marketing communication tactics and not lose contact and relationship with customers/consumers even in times of epidemic related restrictions. This paper focuses on marketing communication of railway passenger carriers on the social network Facebook in times of SARS-CoV-2 epidemic. The aim of this paper is to analyse Facebook marketing communication of the Czech Railways, RegioJet, and Leo Express in 2020 and compare the results with the 2019 study. This paper is prepared as a comparative study with the paper of Chocholáč and Becková (2020). The qualitative content analysis and comparative analysis was used for analysing the profiles of selected passenger railway carriers on the social network Facebook. The results of the analysis clearly show that the SARS-CoV-2 epidemic affected railway passenger carriers' marketing communication on Facebook on several levels. The first significant level was the content of individual posts, which were logically significantly influenced by the epidemiological situation. The second level was the number of published posts, with some carriers (RegioJet and Leo Express) publishing significantly fewer posts in 2020 than in 2019. Czech Railways tried to maintain contact with customers/consumers as much as possible even in epidemically difficult times and increased the number of published posts. The paper's main contribution is a comprehensive analysis of marketing communication of selected railway passenger carriers on the social network Facebook and an assessment of the impact of the SARS-CoV-2 epidemic.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Social Media Marketing Communication In Railway Transport Se...mentioning

confidence: 99%

Section: Social Media Marketing Communication In Railway Transport Se...mentioning

confidence: 99%

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