Acta academica karviniensia 2015, 15(2):148-162 | DOI: 10.25142/aak.2015.025

SOCIAL MEDIA AS A MARKETING COMMUNICATION TOOL USED BY FAMILY FIRMS

Otakar Ungerman
Technical University of Liberec, Faculty of Economics, Voroněžská 13, 460 01 Liberec 1, E-mail: otakar.ungerman@tul.cz

This work presents a two-year project that focused on two areas of the business economy. The first part focuses on social media, a progressive tool for marketing communication that enables a company to gain a competitive advantage through better applied business marketing. The second part deals with companies that can be defined as family firms, which are mainly owned by persons related to each other. This work also presents the process that led to setting up a communication model usable for social media. The first theoretical part took a year and consisted of two primary studies in combination with qualitative and quantitative research. It was followed by a statistical evaluation with the aid of descriptive statistics, to which was linked a factor analysis. The practical resolution of the implementation of social media into a family firm corresponds to the theoretical part and was monitored for one year. The main purpose of this work is to describe in detail as well as evaluate the implementation of social media into family firms. The reason for this project was to help family firms face the competition and to help sustain traditional companies upholding certain values.

Keywords: business marketing, family business, marketing communication, social media, sustainability
JEL classification: M31

Received: June 9, 2015; Accepted: September 23, 2015; Published: June 30, 2015  Show citation

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Ungerman O. SOCIAL MEDIA AS A MARKETING COMMUNICATION TOOL USED BY FAMILY FIRMS. Acta academica karviniensia. 2015;15(2):148-162. doi: 10.25142/aak.2015.025.
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