KLEPEK, Martin. Systematic Analysis of the Current Academic Research on Social Media Marketing. Scientific Annals of Economics and Business. 2017, roč. 64, č. 2017, s. 15--27. ISSN 2501-1960.
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Základní údaje
Originální název Systematic Analysis of the Current Academic Research on Social Media Marketing
Autoři KLEPEK, Martin (203 Česká republika, garant, domácí).
Vydání Scientific Annals of Economics and Business, 2017, 2501-1960.
Další údaje
Originální jazyk angličtina
Typ výsledku Článek v odborném periodiku
Obor 50204 Business and management
Stát vydavatele Rumunsko
Utajení není předmětem státního či obchodního tajemství
Kód RIV RIV/47813059:19520/17:00010923
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
Klíčová slova anglicky communication; marketing; research gap; social media; social networks
Změnil Změnil: RNDr. Daniel Jakubík, učo 139797. Změněno: 7. 2. 2020 10:58.
Anotace
With the advent of social media where customers have the technical ability to upload own content the change occurred in some of the communication habits online. This world of constant communication is a challenge for businesses as well researchers. Academic research in this area is bringing valuable insights into people attitudes and behaviour on the social media. What is the current situation and where the research field is heading is a question of high importance. This study uses the systematic approach to reviewing the literature and to show the development of publications produced at Czech universities. Although the results show an increasing number of studies, Czech research is lagging behind other similar countries. Compared with the best countries, it is lagging behind in the number of quotations per article. On the basis of these analyses, suggestions for future research that can help to promote future theory development are proposed.
VytisknoutZobrazeno: 25. 4. 2024 19:26