The Analysis of the Perceived Usefulness of Online Communication Tools When Searching for SMEs

Radovan Bacik, Richard Fedorko (), Jakub Horváth and Ján Mihál
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Richard Fedorko: University of Prešov
Jakub Horváth: University of Prešov
Ján Mihál: University of Prešov

A chapter in Strategic Innovative Marketing, 2019, pp 131-136 from Springer

Abstract: Abstract The aim of this article is to identify the usefulness of online communication tools when searching for SMEs from the point of view of customers. The aim of this article is to help clarify the impact the selected online communication tools have when reaching target audiences of SMEs. The basic sample for the purpose of the survey was the population of the region of East Slovakian. We have addressed 1,055 respondents and subsequently included 987 properly filled out questionnaires. Specifically, we focused on online communication tools such as websites, blogs, community discussions, social networks, and last but not least, internet advertising. Data collection was conducted through simple random sampling in October and November 2016. To verify the hypotheses, we used the software StatSoft Statistica. Due to the nature of the analyzed variables, we used correlation analysis. Based on the research findings, it can be concluded that 72.44% of respondents prefer to obtain information about SMEs on the Internet or using related online communication tools. The research presupposed the existence of a statistically significant dependence between the impact online communication tools have and the usefulness of information when searching for SMEs. The strongest dependency was identified for the variables Social Networking Profiles and Community Discussions. The weakest dependency was identified for online catalogs of companies. The results of our research are relevant to SMEs who perceive marketing on the Internet still somehow skeptically. Research results should help SMEs with the direction of their marketing communication.

Keywords: Marketing communication; Online environment; Consumer behavior (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-16099-9_17

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