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Social Media in Use: A Uses and Gratifications Approach

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F21%3A00121887" target="_blank" >RIV/00216224:14560/21:00121887 - isvavai.cz</a>

  • Result on the web

    <a href="https://hrcak.srce.hr/en/259187" target="_blank" >https://hrcak.srce.hr/en/259187</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.30924/mjcmi.26.1.12" target="_blank" >10.30924/mjcmi.26.1.12</a>

Alternative languages

  • Result language

    angličtina

  • Original language name

    Social Media in Use: A Uses and Gratifications Approach

  • Original language description

    Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    N - Vyzkumna aktivita podporovana z neverejnych zdroju

Others

  • Publication year

    2021

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Name of the periodical

    Management : Journal of Contemporary Management Issues

  • ISSN

    1331-0194

  • e-ISSN

    1846-3363

  • Volume of the periodical

    26

  • Issue of the periodical within the volume

    1

  • Country of publishing house

    HR - CROATIA

  • Number of pages

    17

  • Pages from-to

    201-217

  • UT code for WoS article

    000668656900012

  • EID of the result in the Scopus database

    2-s2.0-85110419289