Komparace komunikace restaurací na sociálních sítích
| dc.contributor.author | Hofmannová, Eva | |
| dc.contributor.author | Eger, Ludvík | |
| dc.date.accessioned | 2026-01-29T10:27:06Z | |
| dc.date.available | 2026-01-29T10:27:06Z | |
| dc.date.issued | 2025 | |
| dc.description.abstract-translated | Communication of organisations on social media with their customers and prospective customers is now an effective marketing channel, even in the restaurant sector. The research study was conducted in the context of the Czech Republic, with data for the year 2024 mainly from Facebook and Instagram. The detailed content analysis focused on the Facebook profile of four restaurants in the city of Pilsen. The data shows the frequency of communication and the engagement rate achieved. The types of posts are also evaluated, but we mainly focus on their content concerning the given industry and subsequently according to the Uses and Gratifications Theory. The results are presented graphically using correspondence analysis. This study provides evidence on the use of Facebook by these entities and offers suggestions for marketers responsible for promoting these brands on social media. The study thus extends our understanding of the use of social networks for maintaining and developing so-called brand communities on social media platforms. It brings ideas and knowledge for application in hospitality marketing. | en |
| dc.description.sponsorship | SGS-2023-003 | cs |
| dc.format | 13 s. | cs |
| dc.format.mimetype | application/pdf | |
| dc.identifier.doi | https://doi.org/10.24132/jbt.2020.8.4.118_130 | |
| dc.identifier.issn | 2788-0079 | |
| dc.identifier.uri | http://hdl.handle.net/11025/64546 | |
| dc.language.iso | cs | cs |
| dc.publisher | Západočeská univerzita v Plzni | cs |
| dc.rights | © Západočeská univerzita v Plzni | cs |
| dc.rights.access | openAccess | en |
| dc.subject | sociální média | cs |
| dc.subject | pohostinství | cs |
| dc.subject | komunikace značky | cs |
| dc.subject | teorie využití a uspokojení | cs |
| dc.subject | analýza obsahu | cs |
| dc.subject.translated | social media | en |
| dc.subject.translated | hospitality | en |
| dc.subject.translated | brand communication | en |
| dc.subject.translated | uses and gratification theory | en |
| dc.subject.translated | content analysis | en |
| dc.title | Komparace komunikace restaurací na sociálních sítích | cs |
| dc.type | článek | cs |
| dc.type | article | en |
| dc.type.status | Peer-reviewed | en |
| dc.type.version | publishedVersion | en |
| local.files.count | 1 | * |
| local.files.size | 805803 | * |
| local.has.files | yes | * |
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