Social Media in Use: A Uses and Gratifications Approach

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Social Media in Use: A Uses and Gratifications Approach

Popis výsledku v původním jazyce

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 Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing.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.

Název v anglickém jazyce

Social Media in Use: A Uses and Gratifications Approach

Popis výsledku anglicky

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 Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing.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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Management : Journal of Contemporary Management Issues

ISSN

1331-0194

e-ISSN

1846-3363

Svazek periodika

26

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

HR - Chorvatská republika

Počet stran výsledku

17

Strana od-do

201-217

Kód UT WoS článku

000668656900012

EID výsledku v databázi Scopus

2-s2.0-85110419289