Collecting online behavioural empirical data in order to utilize social media presence



Rok publikování 2016
Druh Článek ve sborníku
Konference Towards a New Architecture of Knowledge: Big Data, Culture and Creativity
Fakulta / Pracoviště MU

Ekonomicko-správní fakulta

Obor Řízení, správa a administrativa
Klíčová slova social media; consumers; online data; consumer knowledge; information
Popis Purpose – Social networks are just a tool of social media which marketers need to utilize to achieve business goals and knowledge (Dunay, 2012). Questions that arise are why and how much time people spend using social media, what are the factors that influence their online presence, what maintains their attention and what will keep them on the page. These answers would be major help for decision makers when creating their marketing strategies. The present research was focused on finding knowledge, implication and future courses for the phenomenon on the sample of students at Masaryk University in Brno. Design/methodology/approach – Quantitative and online experimental research methods were applied. Data obtained from the survey questionnaires were analysed using IBM’s Statistical Package for the Social Sciences (SPSS) Software. Specifically, the analysis included descriptive statistics which aims at identifying the relative occurrence of different values of the particular variable and find patterns on the data obtained. The aim of the experiment was to show how users behaved online and to support the results of the questionnaire. The experiment was conducted on the existing online platform. Authors observed two sets, prior and after the changes and compared the visits and views by using online statistic tools. Originality/value – The effectiveness and efficiency of the promotional or advertising initiative is highly dependent on reactions or responses of the targeted audience. Every Facebook user spends an average of 405 minutes per month on the platform (GO- Gulf, 2012). There are different reasons why for every 161 people who landed on the page, about 61 of readers—38 percent—are already gone in the matter of minutes (Manjoo, 2013). They spent little time for engaging with the page. Although several researches have been targeted to understand this kind of marketing phenomena, still, there is still a huge space to fill the information gaps of the ever changing marketing environment. Practical implications – The study by AMA showed that 94 percent of surveyed marketing executives consider themselves not competent enough in the field of social media (Wyner, 2014). The high importance for the content perception lays in the usefulness of information delivered (Willemsen et al., 2011). The final aim was to contribute to the enhancement of knowledge and competence about social media.

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