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dc.contributor.authorEger, Ludvík
dc.date.accessioned2020-01-17T07:26:43Z
dc.date.available2020-01-17T07:26:43Z
dc.date.issued2019
dc.identifier.citationTrendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2019, č. 3, roč. 9, s. 19-25.cs
dc.identifier.issn1805-0603
dc.identifier.urihttps://drive.google.com/drive/folders/1b-0UuioFdJZw82jXJGGN3yme22ZQ9ops
dc.identifier.urihttp://hdl.handle.net/11025/36252
dc.format7 s.cs
dc.format.mimetypeapplication/pdf
dc.language.isocscs
dc.publisherZápadočeská univerzita v Plznics
dc.rights© Západočeská univerzita v Plznics
dc.subjectkomunita značkycs
dc.subjectmarketingcs
dc.subjectsociální médiacs
dc.subjectpoužití a teorie potěšenícs
dc.titleAplikace teorie užití a uspokojení, sociální média a značky na sociálních sítíchcs
dc.typečlánekcs
dc.typearticleen
dc.rights.accessopenAccessen
dc.type.versionpublishedVersionen
dc.description.abstract-translatedFirms and their brands increasingly interact with their audience also on social media. Brand fan pages on social networks or online brand communities have become very popular online services. By creating brand communities in social media, such as Facebook brand pages, firms deliver unique and interesting content to consumers and fans and potential fans. However, empirical research on fan pages is still in the Czech Republic in its infancy. Therefore, the purpose of this study is to investigate if Czech social media users communicate with brands on social media sites. For this purpose framework using the application of Uses and Gratification Theory was applied. The finding identified that currently only 26 % of social media users in the Czech Republic are fans of some brand on social media.en
dc.subject.translatedbrand communityen
dc.subject.translatedmarketingen
dc.subject.translatedsocial mediaen
dc.subject.translatedUses and Gratification Theoryen
dc.identifier.doihttps://doi.org/10.24132/jtb.2019.9.3.19_25
dc.type.statusPeer-revieweden
Appears in Collections:Články / Articles (KMO)
Číslo 3 (2019)
Číslo 3 (2019)

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