Title: Analysis of the significance of ewom on social media for companies
Authors: Prantl, David
Mičík, Michal
Citation: E+M. Ekonomie a Management = Economics and Management. 2019, roč. 22, č. 4, s. 182-194.
Issue Date: 2019
Publisher: Technická univerzita v Liberci
Document type: article
článek
URI: http://hdl.handle.net/11025/36045
ISSN: 2336-5604 (Online)
1212-3609 (Print)
Keywords: eWOM;elektronické ústní slovo;zásoby;sentiment;sociální média
Keywords in different language: eWOM;electronic word of mouth;stocks;sentiment;social media
Abstract in different language: The importance of social media has risen significantly in recent years. The use of social media results in a competitive advantage for companies, thanks to which they can strengthen their relationship with customers (Vendemia 2017; Nacimento & Silveria, 2017; Eger, Mičík, & Řehoř, 2018). Social media can be defined as on-line applications that allow people to share information and learn from others (Wilson, 2010). Companies are very active on social media. They manage their profiles, invest in advertising and communicate with customers. However, only a small part of online communication about the company is in the hands of the particular company (Huete-Alcocer, 2017). A large percentage of online posts about companies is created directly by users and spread by electronic word of mouth – eWOM (Brown et al., 2007). Such content is referred to as usergenerated content.
Rights: CC BY-NC 4.0
Appears in Collections:Články / Articles (KMO)
Číslo 4 (2019)
Číslo 4 (2019)

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