Loading...
Please wait, while we are loading the content...
Similar Documents
Economic Activity as a Determinant for Customer Adoption of Social Media Marketing
| Content Provider | MDPI |
|---|---|
| Author | Franti, šek Pollák Peter, Markovič |
| Copyright Year | 2021 |
| Description | The issue of an effective use of social media as a tool of responsible and sustainable corporate communication policy has been the subject of intensive research for more than a decade. The presented study examines the issue of customer acceptance of communication activities of organizations in the social media environment. The aim of the study is to identify, through an empirical analysis performed on a sample of 1584 Central Europeans, whether the form of economic activity of the customer has an impact on the degree of acceptance of corporate marketing communication on social media. Based on a thorough statistical analysis, it can be stated that the perception of the use of e-marketing on social media is statistically significantly related to the economic activity of the customer. Social media marketing is perceived as rather positive by customers belonging to the category of students and entrepreneurs, while this form of promotion is evaluated neutrally by customers from the category of the unemployed and retirees. Negative acceptance is recorded only insignificantly across all involved groups. Based on the similarity of the behavior of customer groups, it is possible to more precisely target the online activity of organizations, thereby increasing the efficiency of spending business resources and eliminating market risks in terms of reputational issues. |
| Starting Page | 3999 |
| e-ISSN | 20711050 |
| DOI | 10.3390/su13073999 |
| Journal | Sustainability |
| Issue Number | 7 |
| Volume Number | 13 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2021-04-03 |
| Access Restriction | Open |
| Subject Keyword | Sustainability Information Systems Business Effectiveness Customer Satisfaction Corporate Responsibility Innovations Social Media Marketing Reputation Risk |
| Content Type | Text |
| Resource Type | Article |
