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Consumer Relevant Online Communication Channels in Czech Republic in the Consumer Goods Category

Author

Listed:
  • Alena Farková
  • Markéta Lhotáková

Abstract

A lot has been said and written about online communication in the past several years, and just as any new phenomenon, online communication is a disputable topic in many companies. The objective of this article is to analyse the behaviour of Czech consumers online and their preferences for the different online communication channels in the consumer goods category. We have examined what digital media are and how companies can use them, including a close examination of the Czech Internet population. As many of the research studies and data lead to different conclusions, especially concerning communication on social media, we have decided to apply the theoretical knowledge on a case of the Tassimo brand, a capsule coffee machine maker. This study lead us to the conclusion that consumer relevant online communication is about ensuring easily accessible clear information, especially via websites, reviews and recommendations, while social media play a minor role at the moment.

Suggested Citation

  • Alena Farková & Markéta Lhotáková, 2014. "Consumer Relevant Online Communication Channels in Czech Republic in the Consumer Goods Category," Central European Business Review, Prague University of Economics and Business, vol. 2014(1), pages 20-26.
    • Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:1:id:71:p:20-26
    DOI: 10.18267/j.cebr.71
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    References listed on IDEAS

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    1. Miroslav KARLÍČEK & Ivan TOMEK & Mária HASPROVÁ & Marcela ZAMAZALOVÁ, 2012. "Social networking sites in the Czech Republic: an empirical study," Management & Marketing, Economic Publishing House, vol. 7(1), Spring.
    2. Angus J. Winchester & Della Hooke & Mike Parker Pearson & N. James & Bill Britnell & Edith Evans & Ian Dormor & Andy Wigley & Tom Williamson & Peter Herring & David Stone & Brian Rich & Barbara Englis, 2013. "Reviews," Landscape History, Taylor & Francis Journals, vol. 34(1), pages 91-116, May.
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    More about this item

    Keywords

    online communication; digital media; social media;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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