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MODEL OF COMMUNICATION USABLE FOR SMALL AND MEDIUM-SIZED COMPANIES FOR THE CONSUMER COMMUNICATION IN SOCIAL MEDIA


MODEL OF COMMUNICATION USABLE FOR SMALL AND MEDIUM-SIZED COMPANIES FOR THE CONSUMER COMMUNICATION IN SOCIAL MEDIA

Name and surname of author:

Otakar Ungerman, Světlana Myslivcová

Year:
2014
Volume:
17
Issue:
1
Keywords:
Marketing communication, social media, communication model, consumer satisfaction, factor analysis, communication tools, relationship building
JEL clasification:
DOI (& full text):
Anotation:
The subject of this report rests in small and medium companies that use social media for communication with their consumers, which is without a doubt one of the important methods of the current…more
The subject of this report rests in small and medium companies that use social media for communication with their consumers, which is without a doubt one of the important methods of the current modern marketing communication. Competition keeps growing on the current market, and small or medium companies have increasingly more difficult position in establishing themselves against the international chains. If such companies wish to succeed in this struggle, they must utilize all means leading to creation of long-term relationships with their customers. Social media represent one way of building such relationship, since it is activity, creativity, idea, or thought, and not financial means, what matters. However, there is still a question regarding how companies should utilize social media so that they satisfy individual wishes and needs of customers and stay on the market. Proposal of a certain communication method standard that would provide small and middle companies with a general instructions how to build a relationship with a customer can be the solution. Therefore, this study's objective rests in a proposal of a marketing communication model that respect specifics of small or medium companies and social media. The communication model was built especially on identification of dimensions that are the most important in a user's perception of the social medium. At first, this study summarizes existing knowledge on utilization of the social media, communication modeling, and the current relationship of a sender and a recipient toward social communication. These concepts were subjected to the comparative analysis and summarized in the final synthesis. For the purpose of achieving the study's objective, empirical evaluation of social media users had been carried out. Data was evaluated using onedimension and multiple-dimension statistic analysis. A communication model that can be utilized by small or medium companies for communication with consumers using social media is proposed in the study's conclusion.

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