Acta Informatica Pragensia

154-167

Authors: Lucie Šperková

Social networks as a modern channel for sharing online Word of Mouth is an opportunity for banking companies to analyse the communications and opinions of their customers, which they are sharing publicly. The article shows the process and results of these advanced contextual analyses of unstructured data of selected public banking pages on social networking site Facebook. The analysis of customer opinions, problems and desires may play an important role for the position of these companies in the market and their orientation to customers. Clustering methods and sentiment analysis were used, results reflect the state of the behaviour of customers and banks in this network. Paper highlights the importance of the issue of Word of Mouth and its analyses by information technology. At the same time discusses how context analysis can migrate marketing to the next level of identification of customer behaviour and his relationship to the company.

181-191

Authors: Juraj Rusnák

In this paper are analyzed the main trends in the creation and reception of specific communication services operating in on-line media - communication stereotypes as a steady character structures. Interpretative starting point is the thesis that the functioning of communication stereotypes in online media is culturally, socially and mentally conditioned, a result of this function is construct of the socio-cultural izoglosis in society, namely the extension of the use of certain communication of meaning, the same way of "reading the text". Particular attention is paid to the functioning of the media presets, comprehensively processed and disseminated templates and effects that use presets in online media raises (also with regard to their use in marketing communication): extensification on-line operation and weakening of user interpretative relation to the text.

204-218

Authors: Viktor Vojtko

The main goal of this study is to answer a question whether the just noticeable difference (JND) related marketing practices could survive in the world with social media and as a part of online marketing. Although the findings are limited, they suggest that using of such practices might be much riskier than it used to be before and marketers should be aware of that and consider their using more thoroughly. It also shows that usage of the agent based modelling (ABM) can be helpful in dealing with problems like this one and can provide further insight into dynamics of processes on consumer markets where the social media play crucial role in spreading of information.