Social networking sites in the Czech Republic: an empirical study
Mária HASPROVÁ and
Marcela ZAMAZALOVÁ Additional contact information Miroslav KARLÍČEK: University of Economics, Prague, Czech Republic
Ivan TOMEK: University of Economics, Prague, Czech Republic
Mária HASPROVÁ: University of Economics, Bratislava, Slovakia
Marcela ZAMAZALOVÁ: University of Economics, Prague, Czech Republic
Social Networking Sites are a phenomenon of the times. For example, the largest of them, Facebook, has more than 798 million users worldwide. Unfortunately, not much is known about the usage of Social Networking Sites in the European context. This study tries to reduce the gap. The study explores some of the most important questions regarding usage of Social Networking Sites by heavy Internet users in the Czech Republic. Based on an online survey of 640 respondents, the study analyzes the main reasons for using Social Networking Sites, the intensity of this usage, the demographic profile of daily Facebook users, and the users’ perceptions of marketing activities in the environment of Social Networking Sites. The Czech heavy Internet users report that the most important reason to participate on Social Networking Sites is “to be in touch with friends”. Other significant reasons are “planning activities with friends” and “organizing events”. Social Networking Sites have a high marketing potential not only because of the growing usage rate but also because of the relatively low resistance of the users towards marketing activities.