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Marketing Communication of a Business Subject on the Consumer Electronics Market during Covid-19 Pandemic

Author

Listed:
  • Karolína Mikulová

    (Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy)

  • Martin Vítek

    (Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy)

Abstract

Most successful companies have established effective marketing communication as a useful tool for selling their products to customers. The research explored the ways of communication of a selected internet subject, its methods of addressing customers and how effective the communication of the specific enterprise is not only during covid19 pandemic. We carried out a SWOT analysis, conducted a questionnaire survey and made detailed comparisons. The results showed that the enterprise uses various communication tools to their maximum potential. The submitted outcomes may be beneficial to individual subjects, with the view to exploring the future trends in the marketing communication of the consumer electronics market. It will also give feedback to individual subject which areas of their communication is worth keeping the same and which ones are meant to be worked on in the future. The analysis also revealed that continuous monitoring of the competition is imperative for companies to move forwards. On the other hand, the research is confined to examining the consumer electronics market only during Covid19 pandemic, which means that the achieved results would be radically different from when the world comes back to normal.

Suggested Citation

  • Karolína Mikulová & Martin Vítek, 2022. "Marketing Communication of a Business Subject on the Consumer Electronics Market during Covid-19 Pandemic," Littera Scripta, VSTE, vol. 15(1), pages 68-81, March.
    • Handle: RePEc:rsg:littra:2022-005
    DOI: 10.36708/LS.2022.I01.005
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    References listed on IDEAS

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    1. Fedric Kujur & Saumya Singh, 2018. "Emotions as predictor for consumer engagement in YouTube advertisement," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 15(2), pages 184-197, March.
    2. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    3. Fedric Kujur & Saumya Singh, 2018. "Emotions as predictor for consumer engagement in YouTube advertisement," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 15(2), pages 184-197, March.
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