The Effect of Social Media Marketing Activities on Customer Behaviour

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F19%3A00007197" target="_blank" >RIV/46747885:24310/19:00007197 - isvavai.cz</a>

Result on the web

<a href="http://dokbat.utb.cz/proceedings/" target="_blank" >http://dokbat.utb.cz/proceedings/</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The Effect of Social Media Marketing Activities on Customer Behaviour

Original language description

Positive effects of social media marketing activities are not only limited to customers; and companies also benefit from them. This study tried to focus on customer side, and discuss how social media marketing activities positively affect customer behavioural intentions. According to Misirlis & Vlachopoulou (2018) social media marketing researches in field of marketing contain seven main objectives such as brand awareness, engagement, eWOM advertising, predictive marketing research, consumer behaviour research, social capital, and relationship marketing. We have considered on aspects, which involve customers as main part. Brand awareness, deals with the presenting brand image and content to the potential audience (Misirlis & Vlachopoulou). When brand community is created between the different types of communities and based on social relationships with users, it leads to community awareness. Accordingly, individuals in the community can expand and spread knowledge towards brand; and further, learn from other users‘ assessments towards service or products, and these effect on others ideas (Chen & Lin, 2019). Furthermore, customers have more access to updated information in lesser time, and can receive comments and information from other users, which they find more trustable. uch activities improve brands awareness, which give more options to customers to choose among, and compare the alternatives. Engagement also creates further actions, which takes into consideration regarding to brand content. Promotion and advertising have been considered as important objectives associated with social media, creating valuable information, which makes users impressed and satisfied and in turn, estimate the purchase potential. They can further customize the information they are looking for and disregard the ones they find irrelative and save their time. Using social media is more convenient than tradition form of marketing; and enable customers to have easier interaction with companies and other customers. It gives them the quicker access to information, and provide information, as well as communicate with other potential users. Entertainment is also considered as a strong motive for using social media. Using social media has combined with joy and fun; and it satisfies users as they are pleasure seekers. It is also more relaxing and gives customers feel of amusement while using social media. Using social media helps customer to save their time. The process is faster in decision-making process, purchase, and post-purchase benefits. Process is also cost-effective. Social media deal with the latest information and news as well as hot topics. Consumers also look into social media as they perceive them more trustworthy source than company-sponsored communication in traditional marketing activities. Moreover, decisions are lesser risky comparing with old methods of marketing. Customers are able to review information provided by company as well as the comments of other users about services or products. They have wider information in shorter time to make their decisions. They also have more opportunity to evaluate different brands, compare them, and choose the one, which gives them more satisfaction regarding to what they demand. These reduce the anxiety and regret after making decision, and bring loyalty.

Czech name

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Czech description

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Type

O - Miscellaneous

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2019

Confidentiality

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