Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63(5), 1653-1659 | DOI: 10.11118/actaun201563051653

Comparison of Czech, Slovak and Swiss Product Innovation Oriented Firms' Communication in Social Media

Vít Chlebovský

Department of Management, Faculty of Business and Management, Brno University of Technology, Antonínská 548/1, 601 90 Brno, Czech Republic

Objective of the research described in this article is to analyze and compare the use of social media communication channels in Czech, Slovak and Swiss product innovation oriented companies, where Swiss set of the companies is used as a benchmark. Primary research was made through manual activity scanning of the selected companies within social media. European company database Amadeus provided by Bureau van Dijk was used for the company selection in all three countries under the same search criteria. There were made two research sets of the companies in each country. One set covers top turnover product innovation oriented companies, second set avoided product innovation orientation search criteria and covers top companies by turnover in the respective country. Each particular sample set covered 74 to 100 companies.
Activities of the selected companies on Facebook, YouTube, Twitter, Google+ and LinkedIn were manually scanned and particular metrics were scaled. Microsoft Excel was used for storing, statistical processing and graphic outputs of the research. Evaluated results show significant gaps in use of social media communication tools in Czech and Slovak companies comparing to Swiss benchmark. It has been also confirmed that social media communication activity in product innovation oriented companies is equal to other companies. The hypotheses were statistically tested and results confirmed.

Keywords: social media, marketing communication, interactive web communication, marketing communication mix, market orientation, e-marketing, digital media marketing

Prepublished online: October 29, 2015; Published: December 1, 2015  Show citation