The Impact of Social Media on Sales Promotion in Entertainment Companies

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Show simple item record Štreimikienė, Dalia Mikalauskienė, Asta Sturienė, Urtė Kyriakopoulos, Grigorios L.
dc.contributor.other Ekonomická fakulta cs 2021-06-04T08:54:58Z 2021-06-04T08:54:58Z
dc.identifier.issn 1212-3609
dc.description.abstract Social networks including various social media are one of the main online marketing tools that help to achieve marketing aims of the company. Most of social media overlap and have more than one characteristic, aim or purpose. It should be noted that interaction, user-friendliness, openness, freedom and real time are the main features of all social media. When starting to discuss sales promotion of a company on social media, the concept of social commerce becomes inevitable. Taking into account current trend of expansion of internet marketing because it unites the biggest number of users and has the means to implement different aims of the companies, it is necessary explore the impact of social media on sales growth in specific sectors. The paper analyses the impact of social media for sales promotion in entertainment sector. During the quantitative research, 385 respondents were surveyed. The questionnaire of the quantitative research has been prepared based on the marketing communication model for social media used by entertainment companies. The questionnaire included closed type of questions, most of them are provided in Likert scale. The empirical study found that elements (promotion of sales increase; brand strengthening), maintaining connections with present and potential company’s clients that are used by the entertainment companies on social media help to promote sales with users’ engagement. Regular communication of entertainment companies on social media has a positive impact on sales, because users tend to follow such type of accounts actively. The study emphasised the main elements to be applied by the entertainment companies using social media. Therefore, the regular communication and use of influencers are highly recommended for sales promotion of companies. It is also important to stress that companies are advised to communicate regularly, as regularity in communication is one of the most important drivers of sales promotion. en
dc.format text
dc.language.iso en
dc.publisher Technická Univerzita v Liberci cs
dc.publisher Technical university of Liberec, Czech Republic en
dc.relation.ispartof Ekonomie a Management cs
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dc.rights CC BY-NC
dc.subject social media en
dc.subject internet marketing en
dc.subject sales en
dc.subject entertainment sector en
dc.subject.classification L82
dc.subject.classification L86
dc.subject.classification M15
dc.title The Impact of Social Media on Sales Promotion in Entertainment Companies en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2021-2-012
dc.identifier.eissn 2336-5604
local.relation.volume 24
local.relation.issue 2
local.relation.abbreviation E+M cs
local.relation.abbreviation E&M en
local.faculty Faculty of Economics
local.citation.spage 189
local.citation.epage 206
local.access open
local.fulltext yes

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