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Budovanie imidžu podniku na sociálnych sieťach vo vzťahu k spotrebiteľom generácie Y
Title Budovanie imidžu podniku na sociálnych sieťach vo vzťahu k spotrebiteľom generácie Y Author info Veronika Kuchárová Mačkayová Author Kuchárová Mačkayová Veronika 1975- (100%) UMBEF09 - Inštitút manažérskych systémov (detašované pracovisko Poprad)
Source document Management of organizations in real and virtual environment: opportunities and challenges 4 : zborník vedeckých statí, medzinárodná vedecká konferencia pod rovnomenným názvom "Management of organizations in real and virtual environment: opportunities and challenges 4", 8. - 9. november 2012, Poprad. S. [1-9]. - Banská Bystrica : Univerzita Mateja Bela, Ekonomická fakulta, 2012 / Lesáková Ľubica 1949- ; Táborecká Petrovičová Janka 1979- ; Klementová Vladimíra 1980- ; Vinczeová Miroslava 1971- ; Management of organizations in real and virtual environment: opportunities and challenges medzinárodná vedecká konferencia Keywords sociálne siete - social networks podnikový imidž - imidž organizácie - corporate image generácia Y - generation Y Language Slovak Country Slovak Republic systematics 334.722.1 Annotation The author pays attention to a problem of company image establishment in social networks within the context of generation Y consumers´ address. Expansion of Web 2.0 and social networks had an important impact on the way how companies apply marketing communication nowadays. Classic tools of marketing communication which use print media, TV and the radio are forced out by electronic media. Social networks become a full-value tool of marketing communication. By means of active utilization of social networks companies may profit from many advantages, e.g. to understand customers´ needs better, build better relations with customers, include them to the process of innovation, accept incentives and ideas concerning products innovation, succeed with new products when they are launched to the market, supported by products reviews obtain permanent feedback and last but not least to help to create and establish company image. The decision to determine company profile (or brand, product profile) on the social network is strengthened by the fact that they are visited by millions of people every day. In the process of company image creation on social networks the author concentrates on generation Y consumers. In general the greatest worldwide change which mostly influenced this generation is the launch of IKT. The most critical objective difference compared to previous generations is that children of Y generation were the first who were growing up with the Internet. Active application and utilization of mobile phones, computers, communication through ICQ, chat or Skype, sending SMS, MMS or electronic post and sharing own ideas and feelings on social networks became a routine part if their lives since their youth and for younger generation since their childhood. The author supposes that young people actively accept arrangement of their favourite brands profiles on social networks and they consider social networks as equal tools of marketing communication and company image formulation. Based on the results of primary research the author may say that even 84.93 % of respondents perceive benefits of communication technologies as benefits which simplified their lives. They especially appreciate the fact that IKT enable them to utilize their time more effectively (64.35 %). Of the research sample (n=418 respondents) 94.50% of respondents have already created their profile on one of the social networks. Seven out of ten respondents (72.70 %) use social networks every day and four of them (44.13 %) use them several times a day. Acquired data prove an assumption that social network such as Facebook, Twitter or YouTube may advance marketing communication to much more faster and effective level and by its means to build a positive image of company in minds of young people. Public work category AFD No. of Archival Copy 25198 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ 
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