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Social networking sites in the Czech Republic: an empirical study


Author Info

  • Miroslav KARLÍČEK

    (University of Economics, Prague, Czech Republic)

  • Ivan TOMEK

    (University of Economics, Prague, Czech Republic)

  • Mária HASPROVÁ

    (University of Economics, Bratislava, Slovakia)

  • Marcela ZAMAZALOVÁ

    (University of Economics, Prague, Czech Republic)

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    Social Networking Sites are a phenomenon of the times. For example, the largest of them, Facebook, has more than 798 million users worldwide. Unfortunately, not much is known about the usage of Social Networking Sites in the European context. This study tries to reduce the gap. The study explores some of the most important questions regarding usage of Social Networking Sites by heavy Internet users in the Czech Republic. Based on an online survey of 640 respondents, the study analyzes the main reasons for using Social Networking Sites, the intensity of this usage, the demographic profile of daily Facebook users, and the users’ perceptions of marketing activities in the environment of Social Networking Sites. The Czech heavy Internet users report that the most important reason to participate on Social Networking Sites is “to be in touch with friends”. Other significant reasons are “planning activities with friends” and “organizing events”. Social Networking Sites have a high marketing potential not only because of the growing usage rate but also because of the relatively low resistance of the users towards marketing activities.

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    Bibliographic Info

    Article provided by Economic Publishing House in its journal Management & Marketing.

    Volume (Year): 7 (2012)
    Issue (Month): 1 (Spring)

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    Handle: RePEc:eph:journl:v:7:y:2012:i:1:n:2

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    Related research

    Keywords: Social Networking Sites; Facebook; online marketing; Internet users; Facebook users.;


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    Cited by:
    1. Alena Farková & Markéta Lhotáková, 2014. "Consumer Relevant Online Communication Channels in Czech Republic in the Consumer Goods Category," Central European Business Review, University of Economics, Prague, University of Economics, Prague, vol. 2014(1), pages 20-26.


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