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Model of users’ beliefs, attitudes and behaviour towards marketing communication on social networks (CROSBI ID 633273)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Tomše, Denis ; Dumičić, Ksenija ; Snoj, Boris Model of users’ beliefs, attitudes and behaviour towards marketing communication on social networks // 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 (ur.). Celje: FKPV, 2015. str. 111-115

Podaci o odgovornosti

Tomše, Denis ; Dumičić, Ksenija ; Snoj, Boris

engleski

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

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.

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

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

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Podaci o prilogu

111-115.

2015.

nije evidentirano

objavljeno

978-961-6825-99-3

Podaci o matičnoj publikaciji

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

Podaci o skupu

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

predavanje

20.11.2015-20.11.2015

Celje, Slovenija

Povezanost rada

Ekonomija