The Impact of Social Media on Sales Promotion in Entertainment Companies

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dc.contributor.authorŠtreimikienė, Dalia
dc.contributor.authorMikalauskienė, Asta
dc.contributor.authorSturienė, Urtė
dc.contributor.authorKyriakopoulos, Grigorios L.
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2021-06-04T08:54:58Z
dc.date.available2021-06-04T08:54:58Z
dc.description.abstractSocial 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.formattext
dc.identifier.doi10.15240/tul/001/2021-2-012
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/160027
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectsocial mediaen
dc.subjectinternet marketingen
dc.subjectsalesen
dc.subjectentertainment sectoren
dc.subject.classificationL82
dc.subject.classificationL86
dc.subject.classificationM15
dc.titleThe Impact of Social Media on Sales Promotion in Entertainment Companiesen
dc.typeArticleen
local.accessopen
local.citation.epage206
local.citation.spage189
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue2
local.relation.volume24
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