03379ntm a22005177i 4500 000215906 CZ-PrVSE 20230204162054.0 m d cr n|||||||||| 230204s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Wang, Huai Yin ISIS:157671 dis Social media marketing communications of convenience store franchises in Taiwan eng Social media marketing communications of convenience store franchises in Taiwan / Huai Yin Wang 2022 ?? stran : digital, PDF soubor Vedoucí práce: Václav Stříteský Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 Social media has transformed the communication between business and customers and become a vital marketing communication tool for firms to facilitate customer engagement. The objective of the thesis is to compare the post strategies of the top four convenience store franchises in Taiwan on Facebook and Instagram and to identify certain social media posts characteristics, including post timing, post media type, content characteristics and content type, that effectively increase consumer engagement on social media platforms. The research was conducted through content analysis of the brand posts on the two social media platforms and statistical analysis based on the result of the content analysis. The result of content analysis showed that there were discrepancies between the level of customer engagement and posting strategies among the four brands. The result of statistical analysis revealed that post timing in a day and content characteristics, including number of emojis and hashtags used per post, text length, and content types, were factors influencing customer engagement rate for the convenience stores franchises on the examined platforms. Based on the findings, recommendation was provided for convenience store franchises to enhance their social media marketing communications strategies in the Taiwanese market. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Marketing communication Customer engagement Convenience store franchise Social media Content analysis Stříteský, Václav utb2016897848 ths Kottika, Efthymia, 1982- vse20221165123 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/78498/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/78498 Hlavní práce https://insis.vse.cz/zp/78498/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/78498/posudek/oponent/77122 Oponentura https://insis.vse.cz/zp/78498/podrobnosti dc:identifier NEPOSILAT VSKP vse78498 230202 78498