engleski

Beliefs, attitudes, and behaviour towards marketing communication on social networks – the case of Central and Eastern European country

The article deals with users’ beliefs, attitudes and behaviour toward marketing communication on social networks based on survey originally conducted in Slovenia in Spring 2014. The main novelty in comparison with previous studies is the inclusion of belief factor »good for individual«, which is typical for marketing communication on social networks and not for any other marketing communication channel. Since previous researches deal with younger users only, this survey, which includes a wide range of social network users, contribute to the theory, respectively. Based on the results of the research authors created a generally applicable model of users’ beliefs, attitudes and behaviour toward marketing communication on social networks, which can serve as the basis for the following empirical research in this area. The results show, that users’ beliefs about factors »information«, »entertainment« »good for individual« and »good for economy« have positive impact on users’ attitudes toward marketing communication on social networks, while users’ beliefs about factors »materialism«, »falsity/nonsense« and »value corruption« have negative impact on users’ attitudes toward marketing communication on social networks. Level of users’ education has negative impact on both, users’ attitudes and behaviour toward marketing communication on social networks, while users’ gender has impact only on their attitudes toward marketing communication on social networks.

social network ; social media ; internet ; marketing communication ; communication channel ; user ; belief ; attitude ; behavious

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