COMPETITION ON SOCIAL MEDIA

Teodora Roman, Adriana Manolica and Daniela Bitca

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2018, vol. 12, issue 1, 918-927

Abstract: New technologies and the Internet have a major impact on the nowadays people and have become indispensable in their everyday life. Most users have access to the Internet and are always just a click away from the information they are looking for. Figures show that over 70% of the developed countries' population has at least 3 devices for surfing the internet (Scott, 2010). And, due to this increasing time of use, social media are developed and the communication is no longer strictly offline. Therefore, the companies need more amd more to be present where the consumers are, so we witness a new formula of competing: the online competition.This work aims to analyze the online competition of three service companies which operates on Ia?i cafe market: Starbucks (an international company), Teo’s Cafe (a national company) and Jassyro (a local company). We have combined two research methods in order to determine the public engagement on Facebook (online observation) and to investigate the perception of the cafe consumers from Ia?i area towards the Facebook competition practices of those three selected companies (online survey). The investigation took place in Ia?i, from May to June 2018. The survey sample is represented by 100 people, aged 18 to 25, mostly students.The results present in which manner the active presence on social media can influence the perception regarding the competiotion between those companies.

Keywords: competitive advantage perception on Facebook; Facebook competition; online competition; performance indicators of the competition on Facebook. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:12:y:2018:i:1:p:918-927

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