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  5. Volume 29, Issue 3 (2019)
  6. The Information Channels that Matter: th ...

Regional Formation and Development Studies

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The Information Channels that Matter: the Case of Social Enterprise Customers in Latvia
Volume 29, Issue 3 (2019), pp. 21–34
Kristīne Casno   Daina Šķiltere   Biruta Sloka  

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https://doi.org/10.15181/rfds.v29i3.1991
Pub. online: 4 August 2022      Type: Article      Open accessOpen Access

Published
4 August 2022

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.

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Keywords
social enterprise information channels decision making social entrepreneurship survey

JEL CODES
M14 M31 M38

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