| Abstract [eng] |
Internet has become a very important communication platform, public relation specialist must learn, how to use its tools effectively. The subject of this Master's research – success factors of web2.0 internet sites. The aim is to find out, how to create successful websites. Job tasks: to reveal the factors, that determine success of websites; to detect the methodology of website quality evaluation; to reveal what public relations tools might be used in promoting web2.0. internet site; to analyze, what quality demands are required for the website www.inbelly.co.uk; to find out, what public relation tools would be most effective in promoting www.inbelly.co.uk website. After analyzing the literature, we can notify that the object has been goaled. After analysing scientific literature, using the analogy approaches, it was decided to measure website success by the number of unique visitors, visitors participation in the activity and the number of loyal users. It was concluded that the key to web site success is measuring the quality demands from a user‘s perspective, the website quality assessment, and publicity for the site, using public relations tools. After analyzing web site quality assessment methodologies it was agreed that the web site quality should be judged by its visitor‘s assessments. Visitors' quality requirements differences depending on the website type, that‘s why it is important to perform a specific website quality assessment. The analysis of scientific literature proved that information, system and service quality determines that the user will consider the website useful, easy to use and playful. It was proved that the most effective public relations tool in promoting websites is PR2.0, by using social networks, blogs, social bookmarking, and establishing word of mouth communication. Using methods of extrapolation, the researched revealed the most important quality demands for the website www.inbelly.co.uk are related to data quality - i.e., clear the information, relevance of information. Using analogy methods it is proposed to promote the site by using PR2.0 tools – establishing the mouth to mouth communication by entering the social networks, enabling users to send each other link and encouraging the active actors to contribute to the process of publishing This research could become a good example for further researches, analyzing the success factors of web2.0 sites, helping to shape website promoting campaigns. The work can be used for extending the studies of communication and information. |
