The information channels that matter: the case of social enterprise customers in Latvia
Not published
Type: Research Article
Open Access
Open Access
Received
21 August 2019
21 August 2019
Revised
14 September 2019
14 September 2019
Accepted
1 October 2019
1 October 2019
Abstract
Social entrepreneurship is becoming more and more popular as there is a growing share of people who would like to contribute for
social enterprises and are ready to become customers of the social enterprises and in this way participate in reduction of poverty
in the country and support entrepreneurship development. For social enterprise marketing communications to be effective, an understanding
is necessary not only of the information channels which are most effective but also of the preferences customers hold
regarding the information channels that they would like to receive information from. Purpose of research: to investigate the preferences
for different information channels among customers of Latvian social enterprises. Research methods: scientific publications
analysis, analysis of previous conducted research results, social enterprise customers’ survey conducted by Kristīne Casno. Results
of research have indicated that regular customers of social enterprises prefer such information channels as social networks, followed
by television and radio.