Communication and consumer activities of social networking sites users: Cases from Germany, Poland and Russia
Małgorzata Bartosik-Purgat , Oxana Filipchuk , Michael Hinner
AbstractThe 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.
|Journal series||Managing Global Transitions: International Research Journal, ISSN 1581-6311, (B 10 pkt)|
|Publication size in sheets||1.1|
|Keywords in English||communication, consumer behaviour, Facebook, vkontakte, YouTube|
|Score||= 10.0, 30-04-2020, ArticleFromJournal|
|Citation count*||2 (2020-06-26)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.