The Information Channels that Matter: the Case of Social Enterprise Customers in Latvia

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.

Research for Rural Development 2023 : annual 29th international scientific conference proceedings

“…Furthermore, authors also accentuate the insufficiency of the technical and material base and partner networks and highlight that resource insufficiency is even more pronounced (although not significant statistically) among work integration social enterprises (Casno & Sloka, 2023 b), reflecting the additional operational challenges they face due to the specificity of their work. Among other aspects, recently researchers have also paid attention to the social entrepreneurship ecosystem (Casno & Sloka, 2023a) and the identity (Casno & Sloka, 2022) of Latvian social enterprises. However, social enterprise performance has not been previously analyzed in depth.…”