Communication and consumer activities of social networking sites users: Cases from Germany, Poland and Russia

Małgorzata Bartosik-Purgat , Oxana Filipchuk , Michael Hinner

Abstract

The growth of the Internet heavily influences people’s lives every day, especially by the development of Social Networking Sites (sns), which since their first appearance have been constantly recording a growing number of users. The main purpose of this paper is to identify the significance of sns in relation to two activities of individual users: communication and consumer behaviour. The study focuses on the three most popular sns in three neighbouring countries (Germany, Poland, and Russia) namely, Facebook, vkontakte, and YouTube. The methodological approach is two-fold: firstly, the authors developed a theoretical background of the areas of using sns and formulated research questions; secondly, they applied the papi and cawi methods for the data analysis. Regarding the researched activities, it should be noted that sns users use these platforms more often for communication than consumer actions. The most useful here is Facebook in comparison to YouTube. This study provides results, which canbeusefulinthemanagementoftheenterprisesthatusesnsfortheir marketing communication in Germany, Poland, and Russia.
Author Małgorzata Bartosik-Purgat (WGM / KZM)
Małgorzata Bartosik-Purgat,,
- Department of International Management
, Oxana Filipchuk - Plekhanov Russian University of Economics, Russia
Oxana Filipchuk,,
-
, Michael Hinner - TU Bergakademie Freiberg, Germany
Michael Hinner,,
-
Journal seriesManaging Global Transitions: International Research Journal, ISSN 1581-6311, (B 10 pkt)
Issue year2017
Vol15
No4
Pages341-363
Publication size in sheets1.1
Keywords in Englishcommunication, consumer behaviour, Facebook, vkontakte, YouTube
DOIDOI:10.26493/1854-6935.15.341-363
URL http://www.hippocampus.si/ISSN/1854-6935/15_4.pdf
Languageen angielski
Score (nominal)10
Score sourcejournalList
ScoreMinisterial score = 10.0, 30-04-2020, ArticleFromJournal
Citation count*2 (2020-06-26)
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