The assessment of activities conducted by companies in social media in light of research concerning their users

- Professor Bogdan Gregor Ph.D., Tomasz Kubiak M.Sc.

Social media are not losing their popularity. Despite their long (sometimes a few years long) presence on the Internet, portals from this category are gradually strengthening their position with regard to the number of registered users. In July 2014 the biggest social media portal – Facebook – had 1,320,000,000 active accounts around the whole world. In Poland in July 2014 the number of active users of the portal reached 12,000,000. In the period from April 12 to May 25, 2014, the Department of Marketing of the Faculty of Management of University of Lodz conducted a research aimed at the assessment of activities conducted by companies in social media.

The goal of the research was to reach people using social media and investigate how particular measures taken by companies in social media are assessed by them, as well as to identify which of these actions boost engagement and influence making a purchasing decision. In course of the research the method of Internet questionnaire was applied. 302 respondents took part in the survey and almost 90% of them declared that they use social media portals. The most popular social network among the respondents is Facebook. YouTube also plays a major role. This may be seen as evidence that the marketing potential of video contents published on the Internet is huge.

The conducted research shows that among the biggest benefits associated with having an account on a social media portal is the possibility of fast communication, chance to find and follow friends, as well as accumulation of the most important information in one place. Over 70% of the surveyed follows well-known companies and brands in social media. Fashion brands and brands associated with the food and electronics branches are followed most often. What the respondents most often named as one of the advantages of following brands in social media is the possibility of continuously following novelties, opportunity to receive discount coupons, as well as a chance to win prizes in contests organized on brand profiles. Users also drew attention to the fact that the utilization of social media as a channel serving the purpose of solving the problems of current clients and resolving doubts of future clients.

Arguments encouraging people to follow brands in social media – according to the surveyed – are among others, actually using a product, interest in the subject (branch) represented by the producer and potential intention to make a purchase of an observed product. Respondents also pointed to such factors as additional information concerning the application of a product, as well as association with their work. According to the respondents, among many activities conducted in social media the following have the biggest impact on making a purchasing decision: receiving a discount coupon, publication of information about a special offer, publication of information about novelty in an offer. The activity which, turned out to be least effective in attracting the attention of the Users are contests organized by the producers.

Prof. Bogdan Gregor, University of Łódź, Poland – professor at the University of Łódź, the head of the Department of Marketing, for many years the dean of the Faculty of Management of the University of Łódź, from 2008 vice-rector for economic affairs at the University of Łódź. Humboldt Foundation Scholar. His interests in the field of science and research are focused on challenges for contemporary marketing resulting from far-reaching changes in the environment of companies. He pays special attention to the issue of using new communication and IT technologies in marketing. Author (or co-author) almost 300 publications, including about a dozen books. Numerous apprenticeships at foreign universities (among others, USA, Germany, Holland).

Tomasz Kubiak, M.Sc., University of Łódź, Poland – graduate of the Faculty of Management of the University of Łódź, specializations: management, finance and accounting. A big fan of innovative technologies, for many years a journalist at magazines dealing with new telecommunication technologies.   The creator of a few portals about telecommunication technology, among others, Testy-GSM.pl and My-SonyEricsson.pl In his research he focuses on the utilization of modern technologies in marketing. Volunteer at Project Management Institiute Łódź Chapter, holder of Prince2 certification on the Foundation level.

DOI: 10.14611/minib.14.04.2014.10

Contact:: prorekonom(at)uni.lodz.pl, tomasz.kubiak1989(at)gmail.com

MINIB, 2014, Vol. 14, Issue 4
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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