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Erschienen in:
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2021 | OriginalPaper | Buchkapitel

Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions

verfasst von : L’udovít Nastišin, Richard Fedorko

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer International Publishing

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Abstract

In today's world, social media is already a full-fledged part of the marketing mix. Their growth has been huge in recent years. Our paper seeks to analyze the metrics that make up social media engagement and their relationship with consumer’s purchase intentions. The variables examined in our study were the number of likes, comments, shares, followers, and respondents' purchase intentions. Data for this study were collected via the CAWI - computer assisted web interviewing method. The dataset consisted of 372 respondents. In the study, we analyzed the degree of correlation for the four established hypotheses. The results indicate the statistical significance of the examined relationships for all selected social media exposure metrics. These findings were presented in the context of existing research with an aim to expand current knowledge in this area. The results support the perceived importance of these variables in the purchasing process while proving important for e-commerce and s-commerce.

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Vorheriges Kapitel Towards an Understanding of the Intention to Engage on Facebook
Nächstes Kapitel Online Shopping Problems in the Context of B2C E-commerce in the Visegrad Four Countries
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Metadaten
Titel
Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions
verfasst von
L’udovít Nastišin
Richard Fedorko
Copyright-Jahr
2021
Buch
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-76519-4

Electronic ISBN: 978-3-030-76520-0

Copyright-Jahr: 2021

DOI
https://doi.org/10.1007/978-3-030-76520-0_8