Buyer Persona: Usefulness of the Method in Social Media Advertising

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000297" target="_blank" >RIV/47813059:19520/21:A0000297 - isvavai.cz</a>
Result on the web
<a href="https://demsme.opf.slu.cz/images/DEMSME_2021_Proceedings.pdf" target="_blank" >https://demsme.opf.slu.cz/images/DEMSME_2021_Proceedings.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Buyer Persona: Usefulness of the Method in Social Media Advertising
Original language description
Despite the growing popularity of buyer persona as a tool in marketing practice, very little empirical research has been conducted in pursuit to assess its effectiveness. In this study, an experiment was designed to answer the research question about the value of the method in the domain of social network advertising. Thus, the main goal is to explain the chain of relations between buyer persona training and consequent use in advertising process with impact on final advertising performance. Six student teams were assigned with a task to create an advertisement on social network Facebook and Instagram for three brands. Half of the students participated in a buyer persona training with an experienced lecturer. Later they used the persona framework for creating ads which were then distributed via social network advertising system. Results showed that there is not enough statistical evidence to prove the buyer persona training do enable teams to generate ads which perform better in real advertising performance. In conclusion, the method value and usefulness in marketing communication is still yet to be discovered and validated. Results are valuable for all SME using social media advertising.
Czech name
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Czech description
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Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
3 rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021
ISBN
9788075104564
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
275-282
Publisher name
Silesian University in Opava, School of Business Administration in Karviná
Place of publication
Karviná
Event location
Petrovice u Karviné
Event date
Jan 1, 2021
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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