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PERCEPTION OF THE SOCIAL NETWORKS' IMPACT ON THE REPUTATION OF ICT COMPANIES
Ines Marinčić
orcid.org/0000-0001-5452-9039
; Croatian Studies, University of Zagreb, Borongajska cesta 4d, 10000 Zagreb, Croatia
Mateja Zbodulja
orcid.org/0000-0003-1681-2030
; Lemax d.o.o. – iTravel software, Remetinečka cesta 139, 10000 Zagreb, Croatia
Abstract
Globalization trends presupposes social cohesion in one network in order to exchange information without any boundaries. Hence, communication technology has a leading role in planning and organization of private lives and, especially, businesses. This paper explains the theoretical concept of social networks' usage as an informational tool for providing content with stakeholders with the purpose of improving reputation and business management.
After integrating social networks into the business structure, it is necessary for the company to plan and evaluate actions as well as to be prepared for the upcoming changes and possible difficulties that may stand in the way. Because of the importance of social networks that nowdays directly impact business results and reputation, this paper focuses on building relationships with customers and public, planning and evaluating communication strategies and following trends about social networks marketing.
Including social networks in its business is challenging for every industry because it is public, fast and it demands flexibility. This paper demonstrates how social networks affect Croatian ICT companies' reputation. Futhermore, this paper examines, via the survey method, managers' attitudes and opinions about the subject in order to show how companies, whose primary activity is ICT development, use social networks and which behaviours have a good or bad impact in building a reputation.
Keywords
social networks; communication; communication technology; reputation; ICT; Croatian ICT companies; customer relationship management
Hrčak ID:
234484
URI
Publication date:
1.3.2018.
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