Digitálna komunikácia slovenských miest

Abstract

Based on a theoretical overview, the work defines digital forms of marketing communication and possibilities of their use in the environment of local governments. The aim of the paper is to identify the role and extent of the use of digital forms of marketing communication in the conditions of Slovak regional cities. The research sample consists of 8 Slovak regional cities (Banská Bystrica, Bratislava, Košice, Nitra, Prešov, Trenčín, Trnava, Žilina). We used data obtained from primary research to process the paper. The research was carried out by the method of questioning, in the form of questionnaires. The results of the analysis point to gaps and differences in the use of individual digital forms of marketing communication by Slovak regional cities. The conclusion of the article summarizes the research results and points out the opportunities and pitfalls of implementing digital forms of marketing communication in the environment of Slovak regional cities.