Buyer Persona: Usefulness of the Method in Social Media Advertising

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Buyer Persona: Usefulness of the Method in Social Media Advertising

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Buyer Persona: Usefulness of the Method in Social Media Advertising

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

275-282

Název nakladatele

Silesian University in Opava, School of Business Administration in Karviná

Místo vydání

Karviná

Místo konání akce

Petrovice u Karviné

Datum konání akce

1. 1. 2021

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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