L86 - Information and Internet Services; Computer SoftwareReturn

In the young Croatian democracy, there is a necessary role of the strategic approach to the political marketing communication campaigns, especially in using the new media, social networks and Facebook, being the most representative one. This paper aims to analyse to what degree the political parties use Facebook, how they manage this, and the opinions and viewpoints of the voters. This study has two major goals: to analyse how the leading political parties in Croatia use and manage social media services, particularly Facebook, and to evaluate perspectives of the Croatian voters regarding social media during political campaigns. Two instruments were created based on the secondary research: a protocol for in-depth semi-structured interviews conducted with the social media specialists of the leading Croatian political parties (n = 3) and a survey of voters (n = 557), ranging in age from 18-45 years (78.1%), 46-55 years (14.7%), 56-65 years (6.1%) and older than 66 (1.1%). Croatian political parties do not use Facebook's entire potential. The respondents who vote regularly believe that the political parties' Facebook pages are significant in their promotion and visit these pages more frequently. These pages are visited more frequently during political campaigns. It is imperative to focus on increased quality and more frequent communication, direct communication and turning to young people in the campaigns. There are statistically significant differences with regard to age on the issue of voting. Croatian political parties can improve the potential of social networks, primarily Facebook, in election campaigns.
Implications for a Central European audience: In addition to the specified deficiencies of the Facebook pages, the voters provided suggestions for improving the Facebook content and increasing page visits. When used in combination with other social media, Facebook has the strongest potential for influencing the young voters. The results indicate the need for professional management of relevant social media strategies and tactics. The improvements of the Facebook pages can be grouped in several categories, the most important being "Content", "Communication" and "Strategy". The improvements would yield more frequent visits by the potential voters.

The main goal of this paper is to identify the major factors for the decision of Swiss IT service firms to nearshore their locations and to quantify their relative importance. Moreover, we develop an IT Nearshoring Index ranking the attractiveness of different European regions. We use a quantitative survey of 56 Swiss IT service firms that are either actively engaging in nearshoring or planning to nearshore parts of their business. Using the survey, we identified five main factors for the nearshoring location decision of Swiss IT firms: economic, labour, institutional, social and location. We pin down the relative importance (weights) of the aforementioned factors using the survey results and expert interviews. The labour factors (including labour costs on the one and the availability of skilled IT workforce on the other side) proved to be most important. We use the obtained weights to construct a (weighted) IT Nearshoring Index. Based on the IT Nearshoring Index, we find that in contrast to general belief, the most attractive locations cannot be found in Eastern Europe, but in Southern UK or Western Germany. The first is due to their high availability of IT workforce, the latter due to their cultural and geographical proximity. Eastern European regions can base their competitive advantage on offering attractive labour costs, but this cannot make up for the disadvantage of greater cultural and geographical distance to Switzerland.

The aim of this paper is to describe the outsourcing of marketing communications as a business trend. The author discusses possible scopes of external entities' involvement and presents positive and negative aspects of marketing communications outsourcing. Efficient use of modern forms of marketing communication is the domain of a highly specialized group of agencies and other providers of marketing services. The use of their creativity, competence and skills in the field of communication has a significant impact on its effectiveness. For many companies, it is currently more profitable to benefit from external specialists instead of hiring them and improving their competence within the organization. This solution also seems more beneficial with respect to the effectiveness of management and optimization of resources. However, given the importance of the brand as a company's most crucial intangible asset of strategic importance, delegating all decision-making power associated with it beyond the company is irrational. The choice of strategies and determination of key assumptions relating to integrated marketing communication should remain the responsibility of the parent company.