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

L’udovít Nastišin () and Richard Fedorko ()
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L’udovít Nastišin: University of Prešov
Richard Fedorko: University of Prešov

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 74-82 from Springer

Abstract: 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.

Keywords: Social Media; Engagement; Purchase Intention; e-Commerce (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_8

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DOI: 10.1007/978-3-030-76520-0_8

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