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THE EFFECTIVENESS OF PUBLIC COMMUNICATION: THE CASE OF UKRAINIAN ENTREPRENEURSHIP AND BUSINESS ASSOCIATIONS
(Видавничий дім "Гельветика", 2024) Bots, Yuriy; Turchak, Konstantyn
This paper examines the approach and the effectiveness of public communication (conducted via Facebook posts) by the most prominent entrepreneurial and business associations in Ukraine. The data covers five associations over the period of 6 months during 2023. This paper focuses on two major areas. First, the types and the characteristics of the content business associations share. Second, the effectiveness of the communication approaches. The main results of the paper are as follows. First, we find that there are some differences in the communication approach among the reviewed business associations. Frequency of posts differs across organizations and each organization has its own way of mixing the use of the posts of different formats, functions, and sub-functions. Second, the research indicates that there is a difference in the effectiveness of collecting the reactions.