Title:	Aplikace teorie užití a uspokojení, sociální média a značky na sociálních sítích
Authors:	Eger, Ludvík
Citation:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2019, č. 3, roč. 9, s. 19-25.
Issue Date:	2019
Publisher:	Západočeská univerzita v Plzni
Document type:	článek article
URI:	https://drive.google.com/drive/folders/1b-0UuioFdJZw82jXJGGN3yme22ZQ9ops http://hdl.handle.net/11025/36252
ISSN:	1805-0603
Keywords:	komunita značky;marketing;sociální média;použití a teorie potěšení
Keywords in different language:	brand community;marketing;social media;Uses and Gratification Theory
Abstract in different language:	Firms 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.
Rights:	© Západočeská univerzita v Plzni
Appears in Collections:	Články / Articles (KMO) Číslo 3 (2019) Číslo 3 (2019)

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