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Treść głównego artykułu
Abstrakt
Local companies from different areas that are successful on social networks were chosen for the survey. The aim of the article is to identify the company's corporate values and their impact on the results of marketing communication as well as to find the attributes that are used in such successful companies and to make generalization of them.
Several local companies do not invest a lot of money in marketing, but their results on social networks are comparable or even better than the ones of corporations managed by social networking agencies. What is the essence of their success and how it impacts the value of the company?
The paper describes perceived value of entrepreneurs from small local companies through quality methods of research – personal interview and theoretical basis in this field. This data allowed to prepare a research, which shows four interest areas of the perceived value in small companies. The companies were selected from Slovakia, from among small and medium companies in local area in May 2019. In the research seventeen companies were involved and the main objective of the research was to gain as much information as possible about companies value and the value perceived by entrepreneurs. For this reason personal interview was used. The research result can bring parameters of perceived value in first step and later can provide a helpful model of managing value and the steps for understanding and creating the value of local company.
Szczegóły artykułu
Autor (Autorzy) artykułu oświadcza, że przesłane opracowanie nie narusza praw autorskich osób trzecich. Wyraża zgodę na poddanie artykułu procedurze recenzji oraz dokonanie zmian redakcyjnych. Przenosi nieodpłatnie na Oficynę Wydawniczą SGH autorskie prawa majątkowe do utworu na polach eksploatacji wymienionych w art. 50 Ustawy z dnia 4 lutego 1994 r. o prawie autorskim i prawach pokrewnych – pod warunkiem, że praca została zaakceptowana do publikacji i opublikowana.
Oficyna Wydawnicza SGH posiada autorskie prawa majątkowe do wszystkich treści czasopisma. Zamieszczenie tekstu artykuły w repozytorium, na stronie domowej autora lub na innej stronie jest dozwolone o ile nie wiąże się z pozyskiwaniem korzyści majątkowych, a tekst wyposażony będzie w informacje źródłowe (w tym również tytuł, rok, numer i adres internetowy czasopisma).
Osoby zainteresowane komercyjnym wykorzystaniem zawartości czasopisma proszone są o kontakt z Redakcją.
Referencje
- Griffin, E. (2003). A First Look at Communication Theory. London: McGraw-Hill, Inc.
- Higham, W. (2009). The next big thing. Great Britain: Kogan Page Limited.
- Hsu, H. Y., & Tsou, H. T. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31 (6), 510–523.
- Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research. ScienceDirect.com. 65 (10), 1480–1486.
- Kim, D., & Perdue, R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, 246–257.
- Lovelock, C. H. (2001). Services Marketing, 4th ed. Prentice Hall International. Retrieved from: https://www.academia.edu/8266372/Services_Marketing_PEOPLE_TECHNOLOGY_STRATEGY_Sixth_Edition
- Shih-Chih Chen, & Chieh-Peng Lin (2018). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Science Direct, 140 (C), 22–32.
- Skok, M. (2013, June 14). 4 Steps to Building A Compelling Value Proposition. Forbes. Retrieved from: https://www.forbes.com/sites/michaelskok/2013/06/14/4-stepsto-building-a-compelling-value-proposition/
Referencje
Griffin, E. (2003). A First Look at Communication Theory. London: McGraw-Hill, Inc.
Higham, W. (2009). The next big thing. Great Britain: Kogan Page Limited.
Hsu, H. Y., & Tsou, H. T. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31 (6), 510–523.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research. ScienceDirect.com. 65 (10), 1480–1486.
Kim, D., & Perdue, R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, 246–257.
Lovelock, C. H. (2001). Services Marketing, 4th ed. Prentice Hall International. Retrieved from: https://www.academia.edu/8266372/Services_Marketing_PEOPLE_TECHNOLOGY_STRATEGY_Sixth_Edition
Shih-Chih Chen, & Chieh-Peng Lin (2018). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Science Direct, 140 (C), 22–32.
Skok, M. (2013, June 14). 4 Steps to Building A Compelling Value Proposition. Forbes. Retrieved from: https://www.forbes.com/sites/michaelskok/2013/06/14/4-stepsto-building-a-compelling-value-proposition/