Naslov
Model of users’ beliefs, attitudes and behaviour towards marketing communication on social networks

Autori
Tomše, Denis ; Dumičić, Ksenija ; Snoj, Boris

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Knowledge and Business Challenge of Globalization in 2015: Conference Proceedings of the 6th international conference, Faculty of Commercial and Business Sciences, Celje, Slovenia, November, 20 / Merkač Skok, Marjana - Celje : FKPV, 2015, 111-115

ISBN
978-961-6825-99-3

Skup
Conference Proceedings of the 6th international conference, Faculty of Commercial and Business Sciences, November, 20

Mjesto i datum
Celje, Slovenija, 20.11.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
social networks; marketing communication; user; belief; attitude; behaviour

Sažetak
The purpose of this paper is to develop a comprehensive model of users' beliefs, attitudes and behaviour toward marketing communication on social networks. The main novelty in comparison with previous studies is the inclusion of belief factor „good for individual“. The results show that users' beliefs about factors „information“, „entertainment“ „good for individual“ and „good for economy“ have positive impacts on users' beliefs about factors „materialism“, , „falsity/nonsense“ and „value corruption“ have negative impact on users' attitudes towards marketing communication on social networks. Level of users' education has negative impact on both, users' attitudes and behaviour towards marketing communication on social networks, while users' gender has impact only on their attitude towards marketing communication on social networks. The research results show that professionals in companies who are responsible for marketing communication on social networks should create message containing useful information, with entertaining content, in which users will find personal benefit and recognize the benefits for economy or society in general. Since male are more educated users have more negative attitudes towards marketing communication on social networks, professionals who are responsible for marketing communication on social networks should be especially careful when addressing these two target groups. Based on the results of the research, authors created a generally applicable model of users' beliefs, attitudes and behaviour towards marketing communication on social networks.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Rad je nagrađen nagradom: The Best Conference Paper Award: Tomše, D., Dumičić, K., Snoj, B.: Model of Users' Beliefs and Behaviour towards Marketing Communication on Social Networks ; "6th International scientific conference, Celje, 20th November 2015: “Knowledge and Business Challenge of Globalisation in 2015: Opportunities for sustainable development in the real and virtual environment", Faculty of Commercial and Business Sciences, Celje. http://www.fkpv.si/?viewPage=980

POVEZANOST RADA