Využití sociálních médií malými a středními podniky v komunikaci se spotřebitelem
Title Alternative:Use of social networks by small and medium-sized companies for communication with the consumer
Loading...
Files
Date
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Technická Univerzita v Liberci,
Abstract
Sociální média se bezpochyby řadí k důležitým způsobům současné moderní marketingové komunikace. Předmětem této disertační práce jsou malé a střední firmy, které využívají ke komunikaci se spotřebitelem sociální média. Konkurence na trhu ovšem neustále roste a malé nebo střední firmy mají stále těžší pozici se prosadit proti nadnárodním řetězcům. Chtějí-li v tomto boji tyto firmy obstát, musí využívat všech prostředků k navazování dlouhodobého vztahu se zákazníkem. Jednou z možností jak tento vztah budovat jsou sociální média, kde nerozhodují finanční prostředky, ale aktivita, kreativita, nápad nebo myšlenka. Otázkou však zůstává, jakým způsobem by firmy měly sociální média využívat, aby uspokojily individuální přání a potřeby zákazníků a udržely se na trhu. Řešením může být navržení určitého standardu způsobu komunikace, který by malým nebo středním firmám dával obecný návod, na budování vztahu se zákazníkem. Disertační práce si proto klade za cíl navrhnout model marketingové komunikace reflektující specifika malých nebo středních firem a sociálních médií. Komunikační model je postaven zejména na identifikaci dimenzí, které jsou nejdůležitější ve vnímání uživatelem sociálního média. Práce shrnuje dosavadní poznatky o využití sociálních médií, komunikačním modelování, současném vztahu odesilatele a příjemce k sociální komunikaci. Tyto koncepty byly podrobeny komparativní analýze a shrnuty v závěrečné syntéze. Za účelem dosažení cíle práce byla provedena empirická šetření uživatelů sociálních médií. Data byla vyhodnocena prostřednictvím jednorozměrné i vícerozměrné statistické analýzy. V závěru práce je navržen komunikační model využitelný malými nebo středními firmami ke komunikaci se spotřebitelem prostřednictvím sociálních médií. Model je založen na nepřetržitém vytváření vztahu mezi firmou a spotřebitelem a je tvořen čtyřmi dimenzemi zjištěnými faktorovou analýzou. Obsahuje volbu typu sociálních médií, na které navazuje volba nástrojů komunikace. Zde teprve nastává fáze tvorby obsahu, která je doplněna společenskou angažovaností. Průnik celého modelu tvoří pravdivost, srozumitelnost, kompletnost a pravidelnost informací. Podmínkou uživatelů je poskytování pouze vyžádaných informací. Kromě hlavního cíle byly plněny i další tři dílčí cíle, které jsou zároveň užitečným zdrojem informací pro malé nebo střední firmy v boji proto konkurenci.
Social media is undoubtedly one of the important methods of modern marketing communication. This dissertation work is focused on small and medium-sized companies that use social media for communication with consumers. The competition on the market continues to grow, and small and mid-sized companies are finding it increasingly more difficult to compete with multinational chains. If they want to withstand such tough competition, the must use all means at their disposal to establish long-term relationships with customers. One way to build these relationships is to use social media tools, where activity, creativity, thoughts and ideas play a more crucial role than financial resources. However, it remains at issue how companies should use social media in order to satisfy the individual wishes and needs of customers and retain their positions on the market. One solution could be proposal of a certain standard for the communication method, which would give small and medium-sized companies a general guide for building relationships with customers. This dissertation work therefore emphasises the importance of proposing a model for marketing communication reflecting the specific characteristics of small and medium-sized companies and social media. This communication model is based particularly on identifying the dimensions that are most important in a social media user's perception. This work summarises the findings so far regarding the use of social media, communication modelling and the current relationship between the sender and recipient towards social communication. These concepts were subjected to a comparative analysis and included in the final synthesis. For the purpose of achieving the objective of the work, an empirical examination of social media users was carried out. The data was evaluated through single and multi-dimensional statistical analyses. The conclusion of the work includes a proposal for a communication model usable by small and medium-sized companies for communication with consumers through social media. The model is based on continuous building of relationships between companies and consumers and consists of four dimensions ensured by factor analysis. It includes selection of a type of social media that corresponds to the selection of communication tools. The phase of content creation occurs first, which is complemented by community involvement. The effects of the entire model are truthfulness, comprehensiveness, completeness and regularity of information. A condition for users is provision of only desired information. Besides the main objective, there are three additional partial objectives, which are also a useful source of information for small and medium-sized companies in their fight against competition.
Social media is undoubtedly one of the important methods of modern marketing communication. This dissertation work is focused on small and medium-sized companies that use social media for communication with consumers. The competition on the market continues to grow, and small and mid-sized companies are finding it increasingly more difficult to compete with multinational chains. If they want to withstand such tough competition, the must use all means at their disposal to establish long-term relationships with customers. One way to build these relationships is to use social media tools, where activity, creativity, thoughts and ideas play a more crucial role than financial resources. However, it remains at issue how companies should use social media in order to satisfy the individual wishes and needs of customers and retain their positions on the market. One solution could be proposal of a certain standard for the communication method, which would give small and medium-sized companies a general guide for building relationships with customers. This dissertation work therefore emphasises the importance of proposing a model for marketing communication reflecting the specific characteristics of small and medium-sized companies and social media. This communication model is based particularly on identifying the dimensions that are most important in a social media user's perception. This work summarises the findings so far regarding the use of social media, communication modelling and the current relationship between the sender and recipient towards social communication. These concepts were subjected to a comparative analysis and included in the final synthesis. For the purpose of achieving the objective of the work, an empirical examination of social media users was carried out. The data was evaluated through single and multi-dimensional statistical analyses. The conclusion of the work includes a proposal for a communication model usable by small and medium-sized companies for communication with consumers through social media. The model is based on continuous building of relationships between companies and consumers and consists of four dimensions ensured by factor analysis. It includes selection of a type of social media that corresponds to the selection of communication tools. The phase of content creation occurs first, which is complemented by community involvement. The effects of the entire model are truthfulness, comprehensiveness, completeness and regularity of information. A condition for users is provision of only desired information. Besides the main objective, there are three additional partial objectives, which are also a useful source of information for small and medium-sized companies in their fight against competition.