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1 Sociālo Zinātņu Vēstnesis

1 2012

1 Kazaka O.

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SOCIĀLIE MEDIJI MĀRKETINGA KOMUNIKĀCIJAS TEORIJĀS: KORPORATĪVĀS BIZNESA KOMUNIKĀCIJAS ASPEKTS

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Kazaka O.

Sociālo Zinātņu Vēstnesis

2012

nr 1

23-42

The modern economy and business communication exist in the information society that is a society where the information and its application in various fields are highly valued. In this regard, increases the role of corporate communication, as it has the potential to have a significant influence on economic processes. Information technologies play an important role in this context, providing the opportunity to exchange and generate information. This draws our attention to the social media, which have become the logical manifestation of the information society and are increasingly used in the communication of companies. Companies create websites in social networks, post video clips and photos on the sharing sites, participate in discussion forums and create blogs. For example, in the largest Latvian social network Draugiem.lv every month appear around 1,000 new corporate pages. The goal of the article is with the help of overview of the existing corporate communication theories to find a theoretical basis for the analysis of corporate communication in social media, as well as create a new conceptual model of corporate communication in social media. A non-empirical study, based on an analysis of the literature was conducted. Additionally have been analyzed the results of interviews with active users of social media, experts and representatives of companies, as well as the results of surveys between 420 companies doing business in Latvia, and 624 Latvian users of social media. Based on results of the study and analysis of the literature the author has formulated a model that reflects the corporate communication in social media. According to this model, the process of corporate communication in social media is ongoing taking into account both the company’s and users’ interests and goals, selecting particular social media on the basis of their message and enriching communication with a communicative added value. The proposed model’s innovation is related to the communicative added value, which affects all other model’s elements.