| Abstract [eng] |
Nowadays in the vastly growing business environment every company has to search for new ways how to survive in highly competitive market and be successful. One of the most important and successful ways to do so is forming the positive image of the company. Creating positive image is not only useful in order to attract new customers or to increase their loyalty, but also to create long-term value. Providing information to the customers/users in the right way and using right tools is becoming more and more important, therefore the role of social media here is constantly increasing. Objective of MBA Graduation paper - social media. Aim of MBA Graduation paper - to analyse theoretical aspects of social media and organisational image; to conduct a research of the impact of social media on the image of the company in Internet networks. Methodology and process of MBA Graduation paper: to analyse theoretically and summarize the understanding of social media and organisational image; based on the conducted research to analyse the use social media when forming the image of the company; to create a model which reflect the formation of social media and organisational image and the connection between the two; In the theoretical part based on available literature analysis, the reasons of social media appearance will be analysed as well as influence of social media in creating organisational image and connection between social media and organisational image will be established. Using the created model for using social media in the process of creating organisational image, relevant model will be established, which is to be used to form image of the company based on the use of social media. In the results part, based on theoretical model of using social media in the process of creating organisational image, the results of qualitative and quantitative research will be presented. Effective social media tools when used for image formation will be established as well as business areas where social media has potential. Social network and video sharing networks are are valued greatly in modern society, but companies use these tools in a limited way when forming their image. The main material is written in 61 pages, including 8 tables, 27 images. |
