E-marketing Communication in the Beverage Industry

Kristián KALAMEN – Kateřina MLSOVÁ – Róbert VILÁGI – Michal KONEČNÝ

https://doi.org/10.53465/EDAMBA.2023.9788022551274.93-103

 

Abstract. The aim of the research is to identify best practices in working with social media by analyzing the e-marketing communications of a soft drink company and its direct competitors. For this purpose, the social media accounts of 3 selected soft drink manufacturing companies using their own social media accounts between February and March 2023 are monitored and analyzed. The social media networks monitored include Twitter, Instagram, Facebook, and YouTube. Businesses promote their new or existing products on their social networks on an almost daily basis and often use celebrities for this promotion. By using celebrities, they gain more engagement from social media users in the form of likes, comments, views, and new followers.

Key words: Marketing Communication, Social Media, Online Marketing, Marketing on Social Networks, Social Networks

JEL classification: M31, L81, L82

Fulltext: PDF

Online publication date: 25 January 2024

ISBN: 978-80-225-5127-4

Publisher: University of Economics in Bratislava

Pages: 93-103

 

To cite this proceedings paper (STN ISO 690 and 690-2): 

KALAMEN, K., MLSOVÁ, K., VILÁGI R., KONEČNÝ R. 2024. E-marketing Communication in the Beverage Industry . In PETROVSKÁ, F. (ed.). EDAMBA 2023: Conference Proceedings. Bratislava: University of Economics in Bratislava, 2024. ISBN 978-80-225-5127-4, pp. 93-103

https://doi.org/10.53465/EDAMBA.2024.9788022551274.93-103