Abstract
The article presents the results of the qualitative research of social media, managed by the Institute of the Civil Society, University of Ss. Cyril and Methodius in Trnava, in cooperation with the Slovak University of Technology in Bratislava. The research aimed to analyse different areas of the current management challenges and their perception of the selected social networks. The study concentrates on the presentation of the chosen manufacturers of the automotive industry and furniture industry on social media. The content analysis was based on the VADER (Valence Aware Dictionary and Entiment Reasoner) lexicon that was explicitly tuned to sentiments expressed in social media and QDA software.
Highlights
The study concentrates on the presentation of the chosen manufacturers of the automotive industry and furniture industry on social media
The content analysis was based on the VADER (Valence Aware Dictionary and Entiment Reasoner) lexicon that was explicitly tuned to sentiments expressed in social media and QDA software
We have to acknowledge that to compare two very different industries applying just quantitative data brought the expected result: automotive industry representation on social media is incomparable with the representation of furniture industry
Summary
As stated in the research of Enginkaya and Yılmaz (2014), social media integrates consumers with their own voice, not as passive respondents in their relationships with brands as in the past, rather as active members of brand communities (Miller and Lammas 2010). These attributes enable brands to reach the right people, in the right place and at the right time (Schivinski and Dabrowski, 2016). Marketing the brands through social media is becoming precise, personal, interesting, interactive and social (Sri et al, 2011).
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