Cafes and their brand communication on Facebook: Case study from the Czech Republic

In recent years social media has provided new ways for organizations to communicate with the public. Organizations need to interact with existing and potential customers using social media such as Facebook, which is a very popular social network in the Czech Republic. The purpose of this study is to explore the communication of selected cafes with the public focusing on company communication that facilitates consumer sociability behavior on Facebook. This case study uses a mixed methods research approach and integrates a quantitative data analysis in the first phase, using the Netvizz tool, with a qualitative content analysis of company posts in the second phase. The qualitative part analyses the content of the published posts and assesses types of call to action. Data were obtained from four different Facebook profiles which were selected to represent this industry. The findings provide evidence of how cafes used Facebook for company–customer communication in the Czech Republic in the year 2018. The findings also indicate how different posts generated different customer behavior on social media. The study contributes to a better understanding of marketing on social media in selected parts of the restaurant industry