VSTE
Littera Scripta

ISSN (online): 1805-9112

Research ArticleOpen access

Current trends in e-marketing – empirical analysis of selected social platform

Bohdana Lukach1, Yaroslava Kostiuk1

  1. Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy

Abstract

The issue of e-marketing communication is currently very topical since today, in the time of the rapid development of digitization processes caused by the coronavirus crisis, it is an important part of business operation. As a result, it is important for businesses to consider which strategy to choose in order to achieve a long-term prosperity. Nowadays, the cooperation with influences is highly effective, since by means of sharing and recommendations on social platforms, they may present a given product or service to the public. The objective of the paper was to determine the criteria for the optimal selection of a candidate to represent a business in the online environment. In order to achieve the objective, there was used a dataset consisting of 504 representatives engaged in influencer activities at the beginning of the year 2020, when the first wave of the Covid pandemic appeared in the Czech Republic. The data were processed using the mathematical methods – Sturges rule and calculation of the width of the interval in order to divide the criteria according to the frequency. Based on the results, businesses are recommended to choose based on the data on the number of Comments and reactions from the influencers´ followers. The benefit of the given research in practice is mainly in determining the marketing strategy and in applying the identified criteria in the decision-making process concerning the selection of the most suitable online representative. The proposed methodology enables the businesses to optimize the costs of the promotion of their products, services, and brand itself.

Keywords:innovationsmarketing communicationconsumerinfluencermarketing

References

  1. BROWN, D. and N. HAYES, (2008). Influencer marketing. Routledge: Taylor & Francis Group. ISBN: 978–0–7506–8600–6.
  2. CAMILLERI, M. A., (2018). Market segmentation, targeting and positioning. Travel marketing, tourism economics and the airline product: An Introduction to Theory and Practice. Switzerland: Springer Nature Switzerland AG.
  3. EGAN, J., (2014). Marketing communications. USA – Newbury Park: Sage Publishing. ISBN 978–1–4462–5902–3.
  4. JAHNKE, M., (2018). Influencer marketing. Switzerland: Springer Nature Switzerland AG. ISBN: 978–3–658–31892–5.
  5. KARLÍČEK, M., (2018). Základy marketingu. 2., přepracované a rozšířené vydání. Praha: Grada Publishing a. s. ISBN 978–80–247–5869–5.
  6. KELLER, K. L., (2007). Strategické řízení značky. Praha: Grada Publishing a. s. ISBN 978–80–247–1481–3.
  7. KUBIZŇÁK,, (2020a). Žebříček 500+ českých a slovenských influencerů na Instagramu – květen 2020 [2021–05–02]. https://sintera.cz/cz/detail-novinky/zebricek–500--ceskych-a- slovenskych-influenceru-na-instagramu---kveten–2020.
  8. KUBIZŇÁK,, (2020b). Komplexní data o CZ/SK influencerech na Instagramu – květen 2020 [2021–04–26]. https://sintera.cz/cz/detail-novinky/komplexni-data-o-cz- skinfluencerech-na-instagramu---kveten–2020.
  9. LEVIN, A., (2020). Influencer marketing for brands: What Youtube and Instragram Can Teach You. Stockholm: Stockholms lan. ISBN 978–1–4842–5502–5.
  10. MATTHEWS, K., (2013). The Definitive Guide to Influencer Targeting [2021–04–26]. https://blog.kissmetrics.com/guide-to-influencer-targeting/.
  11. MÉDIÁŘ, (2021). HypeAuditor s Fragile zmapovali český trh influencerů [2021–05–08]. https://www.mediar.cz/hypeauditor-s-fragile-zmapovali-cesky-trh-influenceru/.
  12. MEISELWITZ, G., (2019). Social Computing and Social Media. Switzerland: SCSM: Communication and Social Communities. ISBN 978–030–21904–8.
  13. MIKULÍKOVÁ, R. and MACHOVEC,, (2019). Influencer marketing 2020 se opírá o dlouhodobé spolupráce [2021–05–02]. https://www.mediaguru.cz/clanky/2019/12/influencer-marketing–2020-se-opira-o- dlouhodobe-spoluprace/.
  14. POLLÁK, F. and MARKOVIČ,, (2021a). Economic Activity as a Determinant for Customer Adoption of Social Media Marketing. Sustainability. 13, 3999. https://doi.org/10.3390/su13073999. eISSN 2071–1050.
  15. POLLÁK, F. and MARKOVIČ,, (2021b). Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market. 11, 71. https://doi.org/10.3390/admsci11030. eISSN: 2076–3387.
  16. PROCHÁZKA, T. and ŘEZNÍČEK, J., (2014). Obsahový marketing. Brno: Computer Press. ISBN 978–80–251–4152–6.
  17. PŘIKRYLOVÁ, J., (2019). Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing a. s. ISBN 978–80–271–0787–2.
  18. SAMMIS, K., LINCOLN, C. and POMPONI, S., (2015). Influencer marketing for dummies. USA – New Jersey: John Wiley & Sons. ISBN 1119114098.
  19. SOVIAR, J., HOLUBČÍK, M., VODÁK, J., RECHTORIK M., and POLLAK, F., (2019). The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic. Sustainability. 11(7), 2132.
  20. STREJC, K., (2020). Influencer marketing jako nástroj marketingové komunikace [2021–04–26]. https://theses.cz/id/b9uo1v/. Bakalářská práce. Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací.
  21. YESHIN, T., (2012). Integrated marketing communications. Routledge: Taylor & Francis Group. ISBN 0–7506–1923–6.