Abstract
Social media use is currently on the rise and companies find it useful for communicating with their customers or business associates. This paper aims to analyze perceived benefits and the use of social networks in Czech companies in relation to certain specifics of the company. A questionnaire survey was done in cooperation with the Regional Economic Chamber of Hradec Kralove region and a return rate of 2% was achieved. The Chi-square test and the Mann-Whitney test was used to understand the strength of the intensity of dependence of the basis of model coefficients. It was discovered that 55% of the companies surveyed use social networks, while 80% of companies regard them as an important part of business. Significant differences in the use of social networks were found based on the industries in which firms do their business. Industrial companies do not use social networks, compared to 72% of companies doing business in services who use social networks. It was also found that companies with more than 200 customers use social networks the most. Overall, the use of social networks in the Czech companies is low. The fact that only 52% of respondents analyze their efforts on social networks is especially startling. This results in unfulfilled organizational potential, which is more significant especially when compared with the results of foreign studies where the social networks are used by up to 96%.
Highlights
Today, more than ever before, in order to attain profit and keep up with competition, companies have to adapt very quickly and learn how to use modern technologies [1,2]
It was discovered that 55% of the companies surveyed use social networks, while 80% of companies regard them as an important part of business
If companies invest in social networks they should be interested to a much larger extent in how well they are doing, if they acquire new customers and if it is not just a wasted investment
Summary
More than ever before, in order to attain profit and keep up with competition, companies have to adapt very quickly and learn how to use modern technologies [1,2]. Social media usage is currently on the rise and serves as a source of communication between companies and their customers or business associates [3,4,5,6,7]. Social media generally refers to web-based and mobile applications that allow individuals and organizations to create, engage, and share new user-generated or existing content in digital environments through multi-way communication [9]. Social network sites can be defined as web-based service pages that allow individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view as well as traverse their list of connections and those made by others within the system [10,11]
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