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

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dc.contributor.authorEger, Ludvík
dc.contributor.authorKomárková, Lenka
dc.contributor.authorZákružná, Veronika
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2021-06-04T08:54:58Z
dc.date.available2021-06-04T08:54:58Z
dc.description.abstractSocial 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.formattext
dc.identifier.doi10.15240/tul/001/2021-2-010
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/160025
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.subjectonline interactivityen
dc.subjectperceived interactivityen
dc.subjectpersonalizationen
dc.subjectFacebooken
dc.subjecteye trackingen
dc.subject.classificationM31
dc.subject.classificationM39
dc.titlePerceptions of Personalization in Company-consumer Interactions on Social Network: Experiment Conducted in the Czech Republicen
dc.typeArticleen
local.accessopen
local.citation.epage170
local.citation.spage153
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue2
local.relation.volume24
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