RESEARCH IN THE USE OF SOCIAL NETWORKS IN BUSINESS OPERATIONS
RESEARCH IN THE USE OF SOCIAL NETWORKS IN BUSINESS OPERATIONS

Summary/Abstract: This paper presents an analysis of the use of social networks from the various aspects of usage in the case companies, from the point of view of different activities and opportunities in the implementation of the obtained results for marketing purposes of these companies. Social networks are one of the most suitable basis for the collection of information that is by nature of a wide spectrum and enabling marketing activities developed under their influence. This paper presents the results of research in the frequency of the use of social networks. The valid sample in this study consisted of 200 questionnaires, on behalf of the 90 companies that responded. The results are statistically analyzed. After conducting research in this paper, data processing was done, and it is accounted for in the Figures. In accordance with the set of objectives, the results were analyzed. The research results indicate that the use of social networks positively affects many marketing activities and requires the adjustment of the existing model of marketing communications in companies. Research results can influence the understanding of the specificities of social networks and their impact on business operations and indicate the need to adapt to the different activities of this specific medium.

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