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

Beliefs, Attitudes, and Behaviour Towards Marketing Communication on Social Networks

“…Users' level of education show negative influence on their behaviour towards marketing communication on social networks. According to the results of the research made by Tomše et al (2015) age, income and gender of social networks users do not have influence on their behaviour towards marketing communication on social networks. Their findings have been the basis for the present research.…”

“…The authors designed a questionnaire, based on previous research of beliefs, attitudes and behaviour toward advertising (Pollay andMittal, 1993, Wolin et al, 2002), beliefs, attitudes and behaviour towards internet advertising (Fornazarič, 2010) and beliefs, attitudes and behaviour towards marketing communication on social media, which was made by Tomše et al (2015). First, the authors conducted an online survey among some Slovenian and Croatian full-time and part-time students.…”

“…The results clearly show that those who are responsible for marketing communication on social networks must adjust their messages to target audience. Tomše et al (2015) improved the seven-factor model made by Wolin et al (2002) by adding the new belief factor »good for individual«. The results of their research show that in the model personal belief factors »product information«, »entertainment«, »good for individual« and also social belief factor »good for economy«, display positive influence on the users' attitudes towards marketing communication on social networks, while social belief factors »falsity/ nonsense«, »materialism« and »value corruption« display negative influence on the users' attitudes towards marketing communication on social networks.…”

“…In the presented study, the authors compare users' beliefs, attitudes and behaviour towards marketing communication on social networks in the two CEE countries, namely Slovenia and Croatia. The authors designed a questionnaire, based on previous research of beliefs, attitudes and behaviour toward advertising (Pollay andMittal, 1993, Wolin et al, 2002), beliefs, attitudes and behaviour toward internet advertising (Fornazarič, 2010) and beliefs, attitudes and behaviour toward marketing communication on social media (Tomše et al, 2015). Final sample is n=247 (113 Slovenian users and 134 Croatian users).…”

“…According to Tomše et al (2015), the use of the term »social networks« is heterogeneous and inconsistent. Following the logic of diverse and definitions of individual concepts, »social networks« can be briefly defined as web pages based on web 2.0, enabling the generation and exchange of contents among their users.…”