Central European Business Review 2014, 3(1):20-26 | DOI: 10.18267/j.cebr.71

Consumer Relevant Online Communication Channels in Czech Republic in the Consumer Goods Category

Alena Farková1, Markéta Lhotáková2
1 Ing. Alena Farková, Swiss Reinsurance Company Ltd., Mythenquia 50/60, 8022 Zurich, Switzerland, alenafarkova@yahoo.com
2 Ing. Markéta Lhotáková Ph.D., University of Economics, Prague, Faculty of International Relations, Department of International Trade, Winston Churchill Sq. 4, 130 67, Prague 3, Czech Republic, marketa.lhotakova@vse.cz

A lot has been said and written about online communication in the past several years, and just as any new phenomenon, online communication is a disputable topic in many companies. The objective of this article is to analyse the behaviour of Czech consumers online and their preferences for the different online communication channels in the consumer goods category. We have examined what digital media are and how companies can use them, including a close examination of the Czech Internet population. As many of the research studies and data lead to different conclusions, especially concerning communication on social media, we have decided to apply the theoretical knowledge on a case of the Tassimo brand, a capsule coffee machine maker. This study lead us to the conclusion that consumer relevant online communication is about ensuring easily accessible clear information, especially via websites, reviews and recommendations, while social media play a minor role at the moment.

Keywords: online communication; digital media; social media
JEL classification: M37

Received: November 12, 2013; Revised: February 24, 2014; Published: March 31, 2014  Show citation

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Farková, A., & Lhotáková, M. (2014). Consumer Relevant Online Communication Channels in Czech Republic in the Consumer Goods Category. Central European Business Review, 3(1), 20-26. doi: 10.18267/j.cebr.71
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