Title: Beliefs, attitudes, and behaviour towards marketing communication on social networks - the case of Central and Eastern European country

Authors: Denis Tomše; Ksenija Dumicic; Boris Snoj

Addresses: Faculty of Commercial and Business Sciences, Lava 7, 3000 Celje, Slovenia ' Faculty of Economics and Business, University of Zagreb, Trg J.F. Kennedyja 6, 10000 Zagreb, Croatia ' Faculty of Economics and Business, University of Maribor, Razlagova 4, 2000 Maribor, Slovenia

Abstract: The article deals with users' beliefs, attitudes and behaviour towards marketing communication on social networks. The main novelty in comparison with previous studies is the inclusion of belief factor 'good for individual'. The results show that users' beliefs about factors 'information', 'entertainment' 'good for individual' and 'good for economy' have positive impacts on users' attitudes towards marketing communication on social networks, while users' beliefs about factors 'materialism', 'falsity/non-sense' and 'value corruption' have negative impact on users' attitudes towards marketing communication on social networks. Level of users' education has negative impact on both, users' attitudes and behaviour towards marketing communication on social networks, while users' gender has impact only on their attitudes towards marketing communication on social networks. Based on the results of the research, authors created a generally applicable model of users' beliefs, attitudes and behaviour towards marketing communication on social networks.

Keywords: social networks; social media; internet marketing; marketing communications; communication channels; user beliefs; user attitudes; user behaviour; Central and Eastern Europe; CEE countries.

DOI: 10.1504/IJIMA.2015.072883

International Journal of Internet Marketing and Advertising, 2015 Vol.9 No.4, pp.286 - 302

Received: 04 Mar 2015
Accepted: 24 Jul 2015
Published online: 05 Nov 2015 *

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