Economic Activity as a Determinant for Customer Adoption of Social Media Marketing

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F21%3A00002037" target="_blank" >RIV/75081431:_____/21:00002037 - isvavai.cz</a>

Result on the web

<a href="https://www.mdpi.com/2071-1050/13/7/3999/htm" target="_blank" >https://www.mdpi.com/2071-1050/13/7/3999/htm</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/su13073999" target="_blank" >10.3390/su13073999</a>

Result language

angličtina

Original language name

Economic Activity as a Determinant for Customer Adoption of Social Media Marketing

Original language 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.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2021

Confidentiality

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

Name of the periodical

Sustainability

ISSN

2071-1050

e-ISSN

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Volume of the periodical

13

Issue of the periodical within the volume

7

Country of publishing house

CH - SWITZERLAND

Number of pages

12

Pages from-to

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UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85104170760