The subject of this report rests in small and medium companies that use social media forcommunication with their consumers, which is without a doubt one of the important methods of thecurrent modern marketing communication. Competition keeps growing on the current market, andsmall or medium companies have increasingly more difficult position in establishing themselvesagainst the international chains. If such companies wish to succeed in this struggle, they mustutilize all means leading to creation of long-term relationships with their customers. Social mediarepresent one way of building such relationship, since it is activity, creativity, idea, or thought, andnot financial means, what matters. However, there is still a question regarding how companiesshould utilize social media so that they satisfy individual wishes and needs of customers and stayon the market. Proposal of a certain communication method standard that would provide small andmiddle companies with a general instructions how to build a relationship with a customer can bethe solution. Therefore, this study's objective rests in a proposal of a marketing communicationmodel that respect specifics of small or medium companies and social media. The communicationmodel was built especially on identification of dimensions that are the most important inauser's perception of the social medium. At first, this study summarizes existing knowledge onutilization of the social media, communication modeling, and the current relationship of a senderand a recipient toward social communication. These concepts were subjected to the comparativeanalysis and summarized in the final synthesis. For the purpose of achieving the study's objective,empirical evaluation of social media users had been carried out. Data was evaluated using one-dimension and multiple-dimension statistic analysis. A communication model that can be utilizedby small or medium companies for communication with consumers using social media is proposedin the study's conclusion.
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