Perceptions of Personalization in Company-consumer Interactions on Social Network: Experiment Conducted in the Czech Republic

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Show simple item record Eger, Ludvík Komárková, Lenka Zákružná, Veronika
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 media has revolutionized the way in which organizations communicate with their customers and stakeholders. Therefore, understanding the characteristics that influence the interactivity and the relationship between an organization and its page visitors is essential for the capability of an organization ability to respond to the current and potential customers on social networking sites in an appropriate manner. The research investigates how companies using brand communities on Facebook influence consumers’ intention to purchase through online interactivity, responsiveness, and personalization. In an online experiment, participants viewed selected records of communication with customers from companies on Facebook pages that differed as to whether and how specifically the companies responded to their consumers. The results were obtained using mediation analyses. These indicate that perceptions of company responsiveness and personalization, based on existing consumer interactions on a Facebook page, influence how participants rated the company, the quality of their own potential company interactions, and the likelihood of them purchasing products from the company in future. The findings of this research also support the assertion that social media has an impact on brand communities as a platform on which consumers interact. Additionally, eye tracking was used to collect data about customers’ activities that assist in understanding how people acquire information from web pages. The research provides a better understanding of which distinct components of a message meaningfully influence perceptions of interactivity. The findings show that marketers should focus on customer complaints as this component of the messages on social media influences the viewer’s visual search. To test other cultural contexts and for further validation of identified relationships, future research could be conducted globally. 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 online interactivity en
dc.subject perceived interactivity en
dc.subject personalization en
dc.subject Facebook en
dc.subject eye tracking en
dc.subject.classification M31
dc.subject.classification M39
dc.title Perceptions of Personalization in Company-consumer Interactions on Social Network: Experiment Conducted in the Czech Republic en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2021-2-010
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 153
local.citation.epage 170
local.access open
local.fulltext yes

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