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Online and Offline Networks: Social Media Usage within the Hungarian Wine SMEs |
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PP: 9-16 |
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Author(s) |
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Nóra Obermayer,
Edit Kővári,
Dorina Gerda Bak,
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Abstract |
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| Social media technologies become mainstream, modify personal relationships and generate new opportunities
for knowledge sharing and facilitating collaboration. Most of the people use these tools to develop personal networks,
gather information or manage business processes, communication and marketing. As a result organizations are finding the
way to integrate social media into the essential infrastructure of their business strategy. The region of Balaton is the second
most popular tourist destination in Hungary, so the sustainable development and the collaboration of its enterprises are
essential. The purpose of the research is to explore the networks of the wineries, gastronomy units and start-ups of the
Balaton Uplands, and to explore the characteristics of knowledge-based networking (social media) tools. The selection
criteria includes the age of the organizations, the size (number of employees) and generational differences. Qualitative
research methodologies are applied as it seeks to acquire deeper and more subtle knowledge for some selected businesses.
The qualitative research uses the case study methodology. This paper explains the whole research process by exhibiting
research questions, hypothesis and the research model and shows the summery of the first 2 case studies. |
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