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

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  • František Pollák

    (Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Nemanická 436/7, 370 10 České Budějovice, Czech Republic)

  • Peter Markovič

    (Faculty of Business Management, University of Economics in Bratislava, Dolnozemská cesta 1/b, 852 35 Bratislava, Slovakia)

Abstract

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.

Suggested Citation

  • František Pollák & Peter Markovič, 2021. "Economic Activity as a Determinant for Customer Adoption of Social Media Marketing," Sustainability, MDPI, vol. 13(7), pages 1-12, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3999-:d:529741
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    References listed on IDEAS

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    1. Hang-Hyun Jo & Jeoung-Yoo Kim, 2012. "Competitive Targeted Marketing," ISER Discussion Paper 0834, Institute of Social and Economic Research, Osaka University.
    2. Scott, Clifford D., 2013. "Trademark Strategy in the Internet Age: Customer Hijacking and the Doctrine of Initial Interest Confusion," Journal of Retailing, Elsevier, vol. 89(2), pages 176-189.
    3. Chae, Heeju & Ko, Eunju, 2016. "Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands," Journal of Business Research, Elsevier, vol. 69(9), pages 3804-3812.
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    1. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.

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