Issue 1/2017

Creation of a strong and successful brand in the tourism industry

Corresponding author:

Ľudovít Nastišin

Abstract:

This article aims to shed light on the most important parts of building a brand in the tourism industry, which is extremely sensitive regarding this phenomenon. Branding of a destination has become a powerful tool to differentiate countries or places and obtain competitive advantages by improving image as tourism destination. The purpose of this paper is to offer a closer view at this field through overview of an emerging literature and to present various views about these issues and accompany it with possible linkage among them. Paper also points on the main and most crucial threats the destination can face. It also indicates key factors and various methods of destination branding in sake of creating positive image a prevent from emerging negative.

Key words:

image, marketing, reputation, tourism,

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On-Line Reputation Analysis Of Central And Eastern Europe Manufacturing Companies

Corresponding author:

Ľudovít Nastišin
Ľudovít Nastišin, Radovan Bačík

Abstract:

This study aims to provide theoretical standpoint in the area of online reputation management, as well as its analysis with a focus on manufacturing companies from Central and Eastern Europe. It highlights the importance of reputation monitoring in virtual environment and its implementation into brand management. This paper successively analyses top ten manufacturing companies from CEE and presents results of the analysis including the overview of the companies and the resulting numbers. This analytical processing is supported by an overview of the theory and literature from several authors. Furthermore, the work also draws attention to areas which would benefit from moving this knowledge further and to bottlenecks which should be kept in mind.

Key words:

reputation, on-line, manufacturing companies, analysis, central and eastern Europe

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Social media marketing in case of pages posts

Corresponding author:

Igor Fedorko
Igor Fedorko

Abstract:

The article analyzes 52.765 posts from 156 Slovak companies on the social network Facebook with a focus on what posts were published and at what time. Moreover, the analysis focused also on the length of posts, their types and content. The survey sample consisted of Slovak companies with a minimum of 2.000 fans on Facebook. Using RNG we selected 1.000 according to which we evaluated the entire sample. The main objective of the analysis was to find out which days are the best for posting on Facebook. The survey brought interesting results and useful advice for marketers. According to this survey readers will know which day is best for adding posts on Facebook, what is the ideal length of a post and what content is most engaging for fans.

Key words:

social media marketing, facebook pages, case study

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Social network Facebook and its impact on the global market environment

Corresponding author:

Richard Fedorko
Richard Fedorko, Ján Mihal

Abstract:

The aim of the article is to describe specific aspects of how social networks work, focusing on the most popular social networking site Facebook and its impact on the current market environment. The article also summarizes the theoretical basis of the issue of Internet marketing as well as social networking sites as parts of social media. Based on the analysis the article describes the current state of the use of social networks such as Facebook from the point of view of its users and generated sales. Moreover, the article describes the impact the social network Facebook has on the global market. Another objective of the article is to evaluate the opportunities this platform brings for marketers and point out its pitfalls.

Key words:

Market, Current state, Social networks, Social media, Facebook

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The analysis of consumer behavior with a focus on modern tools of promotion in Slovakia

Corresponding author:

Radovan Bačík
Radovan Bačík, Richard Fedorko, Jakub Horváth

Abstract:

Not every company has a sufficient budget to promote their products or services using classical forms of promotion (press, television) mainly because these forms are very expensive and their effectiveness is difficult to verify. However, there are a number of modern tools of promotion available on the Internet. Their implementation does not entail high cost and their effectiveness can be easily and accurately verified. These tools, however, require more than just money, they also require time, energy and talent. Even though promotion via social media, particularly social networking, does not require any financial costs, it can reach a large audience of potential customers.

Key words:

E-marketing, Marketing, Modern tools of promotion, Internet

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The analysis of the selected viral campaign

Corresponding author:

Radovan Bačík
Radovan Bačík, Igor Fedorko

Abstract:

The essence of viral advertising is to get people involved in sharing content and have the opportunity to build awareness about a product or service provided. This type of advertising can be considered popular because such campaigns can reach a large number of people and can be run quickly and with relatively low cost. In the introduction we would like to focus on the essence of viral marketing and new trends in marketing. We will describe its origin, advantages and disadvantages, the structure and form of viral marketing, motivation behind sharing content, modern forms of web promotion. The analytical part deals with the analysis which aims was to find out how a certain viral campaign was perceived by people. Data were collected using a questionnaire containing 11 questions. At the end of the survey we propose solutions for improvements to viral campaigns/ ads.

Key words:

viral marketing, case study, youtube marketing

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The importance of implementation of mobile applications within the music festivals

Corresponding author:

Martin Mudrík

Abstract:

The present article deals with festival tourism, which is in recent decades more and more popular especially among the representatives of the young generation. Festival tourism is a form of tourism that is actually highly topical. As the festivals are frequented by young people, we need to find ways to give them information more accessible and we must find a way how to better reach them. As one of the ideal forms are shown social networks and mobile applications. The main objective is to determine the motivators that lead people to visit the event. To obtain the necessary data method was used in the questionnaire based on which we were able to evaluate the response and thus analyzed and selected important motivators.

Key words:

tourism, festival, music, young generation, social networks, mobile aplications

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User preferences in mobile marketing

Corresponding author:

Richard Fedorko
Richard Fedorko, Ján Mihal

Abstract:

The aim of the article is to describe the current state of the problem of user preferences in mobile marketing from the perspective of marketing communication. Apart from evaluating the direction of the issue, the article also focuses on the theoretical basis of the issue of mobile marketing. Moreover, the article focuses on the mobile devices market on a global scale, the issue of the use of smartphones, and also describes the current state of the use of mobile devices to consume digital content on the Internet. The aim of the article is to evaluate and predict the possible future direction of this field of marketing.

Key words:

Smartphone, Tablet, Mobile marketing, Mobile devices

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