• čeština
    • English
    • русский
  • English 
    • čeština
    • English
    • русский
  • Login
View Item 
  •   Repository Home
  • Časopisy
  • Trendy ekonomiky a managementu
  • Číslo 26, ročník X
  • View Item
  •   Repository Home
  • Časopisy
  • Trendy ekonomiky a managementu
  • Číslo 26, ročník X
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Marketing on Social Networks: Content Analysis of Facebook Profiles of Selected Czech E-shops

Thumbnail
View/Open
355-1607-3-PB.pdf (617.4Kb)
Date
2016-09
Author
Čeněk, Jiří
Smolík, Josef
Svatošová, Veronika
Altmetrics
10.13164/trends.2016.26.9
Metadata
Show full item record
Abstract
Purpose of the article: The research focused on the identification of types and frequencies of posts added by e-shops and the reactions of fans to the posts. Three e-shops were analysed: Alza.cz, Czc.cz and Mironet.cz. Several categories were selected as qualitative units of analysis of communication between e-shops and fans, the frequencies of all the selected categories were measured and correlations between selected variables were calculated. Methodology/methods: The main research method was quantitative content analysis, which allows the gathering of large numbers of qualitative data and transforming them into data of quantitative nature that can then be the subject of further statistical analysis. In case of interesting quantitative findings, a qualitative explanation was used. Both communication from e-shops to fans and communication from fans to e-shops (and among fans) in the years 2011-2013 were analyzed. Scientific aim: The objective of the research presented in this article is based on content analysis to evaluate the level of the Facebook communication of selected Czech e-shops with consumer electronics within 2011-2013 using a quantitative content analysis method. Findings: The results show that the posting frequency of all the analysed e-shops is rather low, between 4-6 days. The e-shops vary in the most frequent types of posts. Posts that elicited the highest numbers of reactions were characteristic with their viral nature. A strong, statistically significant correlation between the number of fans of the fan page and the frequency of their reactions to the posts was found. Conclusions: All of the analysed e-shops should increase the frequency of contact with their fans through more frequent posting and modification in the content of the posts. Based on findings, the several suggestions for effective and successful managing the Facebook activities are served.
Keywords
content analysis, e-commerce, Facebook, fan engagement, marketing communication, social networks
Persistent identifier
http://hdl.handle.net/11012/63790
Document type
Peer reviewed
Document version
Final PDF
Source
Trendy ekonomiky a managementu. 2016, X, č. 26, s. 9-20. ISSN 1802-8527.
https://trends.fbm.vutbr.cz/index.php/trends/article/view/2016.26.9/309
DOI
10.13164/trends.2016.26.9
Collections
  • Číslo 26, ročník X [6]
Citace PRO

Portal of libraries | Central library on Facebook
DSpace software copyright © 2002-2015  DuraSpace
Contact Us | Send Feedback | Theme by @mire NV
 

 

Browse

All of repositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

My Account

LoginRegister

Statistics

View Usage Statistics

Portal of libraries | Central library on Facebook
DSpace software copyright © 2002-2015  DuraSpace
Contact Us | Send Feedback | Theme by @mire NV