Using social networks as an integration tool in rural areas of the Czech Republic – agricultural enterprises

Abstract

The present paper is aimed at introducing a pilot study on the use of social networks in agricultural enterprises. It is focused in particular on using social media as a development tool with a view to increase the market competitiveness of agricultural enterprises. The primary data have been retrieved from a questionnaire survey of ICT use in agricultural enterprises of the Czech Republic (the so-called Exploration 2011). The questionnaire survey was targeted at agricultural enterprises farming at least the area of 100 hectares (a basic selection criterion of the complex survey). The survey dealt not only with monitoring social networks use in agricultural enterprises as such but as well with the promotional potential of social networks in agricultural enterprises with non-agricultural activities. The survey was focused on the Central Bohemian Region as it shows a high concentration of agricultural enterprises. The present view of social networks in agricultural enterprises within the framework of the above-mentioned complex survey has not been, as far as the authors are aware, neither researched nor published. The thematic focus of the paper follows recent development in this field and current world research trends. The data obtained in the survey were statistically processed and some of the interdependences were monitored.

Keywords

• social network
• Facebook
• agricultural activities
• non-agricultural activities
• enterprise
• hypothesis